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.
AD Agencies
WPP Media elevates Dipti Gulati to vp, client growth for APMEA
Singapore-based executive to commercialise AI-powered solutions business across the region
SINGAPORE: WPP Media has promoted Dipti Gulati to vice president, client growth, handing her the mandate to lead the commercialisation of its solutions business across APMEA.
Based in Singapore, Gulati steps up after serving as senior director, client growth, where she drove expansion across APAC spanning programmatic, search, social, CTV, DOOH and cross-channel offerings. Now, she is tasked with translating advanced AI, data and technology ecosystems into scalable growth strategies for global brands across FMCG, luxury, F&B and financial services.
“I commercialise the future of media — at scale, across APMEA,” Gulati said, announcing her appointment. She added that she turns advanced data, AI and technology ecosystems into real commercial outcomes, shifting the conversation “from a pure media play to owning business outcomes”.
Her brief is unapologetically future-facing: addressable, accountable and AI-powered media. She will work with cross-market teams across APMEA, bringing together diverse perspectives and cultures to accelerate growth and build what she calls the “future of media”.
Gulati’s rise caps nearly two years at WPP Media and follows a six-month stint as regional director of growth, APAC, at Mindshare, where she led new business development and expanded capabilities for existing clients. Earlier, as global account director for integrated marketing communications on the Unilever business, she drove communications strategy for multi-million dollar beauty and wellbeing brands across Southeast Asia.
Before that, Gulati spent close to two years as associate director at Warner Bros. Discovery in Singapore. She also served as director, strategic partnerships and market development at TrustSphere, leading go-to-market and growth initiatives across Asia and evangelising relationship analytics to C-level executives. TrustSphere, credited by industry and Harvard Business School case studies as a pioneer in relationship analytics, became a springboard for her deeper engagement with data-driven growth.
Her board and evangelist roles at the Asia Cloud Computing Association and its Asia Analytics Alliance further sharpened her regional policy and analytics credentials. Earlier chapters include marketing consultancy at Blockchain Foundry and a seven-year run at Warner Bros. Discovery in India, where she led ad-sales and business development for HBO and WB across north and east India, delivering record billings. She began her career at Diligent Media Corporation Ltd and Bennett, Coleman and Co. Ltd..
From ad-sales floors in Delhi and Mumbai to boardrooms in Singapore, Gulati’s arc mirrors the industry’s own shift — from selling spots and slots to engineering outcomes through data and AI. At WPP Media, the brief is clear: scale smarter, move faster and turn algorithms into advantage.
