MAM
Sony’s ‘Dance Dance’ all set to ‘move’ the nation
MUMBAI: The first big offering from the Sony stable in 2005, Dance Dance is all set to hit the tube on 14 January. The marketing proposition for the show clearly deals with the theme of the dance frenzy hitting the nation. Validating that thought are a set of creatives that depict dance core to our culture. The promotional stint being two pronged are broadly off air and on air.
On air promos are packaged with the nuances of the fast paced Javed Jaffery indulging a tad bit into what the show is really about. The on-air promos are being aired across Sony, Max and AXN.
The cable initiative is also very exhaustive with a series of tie-ups with cable operators across Mumbai promoting the show. Cable in metros and smaller towns and cities such as Delhi, UP (Kanpur, Lucknow, Allahabad, Gorakhpur, Varanasi etc), PHCHP (Ludhiana, Chandigarh, Amritsar etc).
The off-air campaign is based on how the frenzy of the show will sweep you off your feet hence the tag line ‘Dance Ka Josh Uda De Hosh’. The creative done by Euro RSCG depicts individuals in everyday life situations in different dancing poses. ” The essence of the campaign being that the dancing frenzy has hit the nation and everyone is so taken in with the show that they cannot stop tapping their feet,” says SET vice president marketing and communications Tushar Shah.
The surround campaign entails extensive print promotion on the day of the launch (14 January). Outdoors across key towns and cities in the form of hoardings and bus-backs. Dadar station – the central hub of Mumbai deluged by Dance Dance bill boards will lead the outdoor campaign .
On the radio front, an extensive campaign on FM channels will be carried out to create awareness and buzz by interviewing the three judges of the show Farah Khan, Vaibhavi Merchant and Terence Lewis.
E- Mailers for the trade which include clients, agencies and distribution networks have also been activated.
The recent upsurge of non-traditional media like mobile phones (2525) and the Internet (setindia.com) is also being extensively applied.
The SMS short-code 2525, is being used to build interactivity with the viewers. Viewers can download the Dance Dance soundtrack as well as write-in to the channel via the message boards on setindia.com and on the 2525 platform. Downloads for the show’s logo and ring-tones have also been made available.
Another interesting move is a micro-site for the show which is being developed wherein all Internet users, Setizens and viewers can learn more about the show.
MAM
How beverage brands are rethinking marketing strategies for weather-led demand
SLMG Beverages Private Limited joint managing director Paritosh Ladhani.
MUMBAI: As Sun climbs up the hemisphere, summer has clearly arrived in India. On 7th March 2026 Delhi registered a maximum temperature of 35.7 degrees Celsius which is the highest reading logged for the first week of March in the last 50 years. Climate Change has been prolonging summers by causing earlier spring warming, delayed autumn cooling, and more frequent, intense heatwaves that persist for much longer periods.
In an endeavor to stay ahead of the curve, Beverage Brands are shifting from fixed seasonal marketing tactics to weather responsive strategies backed by data-driven insights, flexible campaigns, and diversified portfolios to capitalize on unruly temperature spike. In 2025, India’s beverage market experienced a massive, heat-triggered surge with carbonated drinks and ice cream volumes spiking 20–25 per cent in the March quarter itself on the back of hottest February in 125 years.
Clearly campaign timelines are being advanced to reap the seasonal shift in line with the jumping mercury. In the Indian context where Cricket is nothing short of religion, big ticket tournaments like T20 World Cup, Indian Premier League, ICC Champions Trophy provide plethora of opportunities to calibrate marketing campaign designs and associated business strategies to associate refreshment with community viewing both outdoor and indoors. A new trend that has taken the world by storm is that of booking the theatres for bonhomie viewing. It has also opened avenues for joint marketing initiatives by the Multiplex and Beverage Brands.
Price disrupting small potions and value packs tend to drive significantly higher volumes owing to volumetric flexibility and affordability to the consumers. Ramping up of cold supply chains for transit and at point of sales (POS) are strategic business imperatives that again define success of beverage brands.
In the era of AI and Big Data it is easy to track and calibrate messaging based on daily or weekly weather changes. Geo-targeted digital advertisement campaigns are also being run during heatwaves to make the business and marketing imperative very contextual. These pre-emptive strategies fueled by real time data and technology immensely help beverage brands to adjust supplies to the areas that are likely to generate more demand.
Novelty brings premium to the FMCG Sector and Beverage Brands are no exception. Newer SKUs build up excitement in consumers besides imparting the scope of frequent revitalization of brand marketing campaigns. Ensuring continuum of supply chain across material suppliers, logistics providers, distributors/wholesalers, and retailers become a strategic business strategy imperative for beverage brands during peak season.
Carbonated drinks among other beverages including packaged mineral water sell like hotcakes in summers, a period where holiday season gives big impetus to sales volumes. Tying up with air carriers railways, amusement parks, malls, convention centers for inclusion in the onboard beverage deck also holds a big window of opportunity for brands.
Limited period diversification into special summer categories entailing juices and functional beverages to capture the broader hydration market is also a business cum marketing imperative that beverage brands eye on. This also brings to fore the responsible side of the brand placing the compass on wellness of consumers.
Seasons are cyclic, hence summers are inevitable. Further, due to anthropogenic climate change, summers surely have been staging prolonged appearance that keep bringing beverage brands on to their drawing boards frequently for strategizing business and marketing campaigns that are agile, refreshment-focused, visually dominant in retail, affordable, and optimally promoted through seasonal campaigns in above and below the line media.
