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Bindass plans initiatives to build buzz around ‘Bindass Naach’

MUMBAI: Aiming to take dance to the next level, youth entertainment channel Bindass is all set to launch its latest offering ‘Bindaas Naach’ on 16 August.

To generate maximum buzz around the show, the channel has planned a range of initiatives.

As reported by TelevisionPost.com earlier, the dance-based reality series will trace the coming-of-age journey of three youngsters, Shantanu Maheshwari, Macedon D’Mello and Nimit Kotian as they together pursue their passion for dance and follow a collective dream of performing at the ‘World of Dance 2015’. Produced by BBC World Wide Productions, the 10-episode show will air at 7 pm.

BBC World Wide Productions SVP and GM India and content head Asia Myleeta Aga said, “This original breakthrough scripted reality concept is the real dream of three amazingly talented dancers and the vision of Palki Malhotra, who is the show creator and creative producer. With this show, we aim to continue our track record of delivering innovative content with the aspirational youth of India at its core.”

Talking about the marketing initiatives for the show, Disney India media networks VP content and communication Vijay Subramaniam said, “For Naach, the approach is very different. We’ve used our content which is the king here, and twisted it on its head to create communication pieces. These communications pieces are something that we’ve pushed out not just on multiple digital platforms, but also offline through city events, creating touch points for our audiences to sample our offering before the actual show goes on-air.”

The channel recently created video content like the ‘Dance to Siddhivinayak’, a Friendship Day video, ABC of Dance, etc. Subramaniam adds that the videos have got 2.2 million views and about 2.4 million organic conversations on digital platforms.

Another activation that they did was multi-city gigs, which were activated on-ground and also engaged consumers online through Facebook and Instagram.

“Staying true to the dream/ journey of the boys, the communication medium also had to be very true to the consumption of a young adult. Today youth is engaging with different modes of communication digitally, and it is imperative to reach to them in the language they speak and understand, hence making our content the currency of conversation,” he stated.

The channel is also exploring social media platforms like Snapchat, Vine, etc. and innovating through real-time video blogs on Facebook while the show is on air.

In addition, for the final performance at the World of Dance, the team is planning a live telecast from Los Angeles.

Since it is a dance-based show, it could largely attract dancers or people interested in the field. However, Subramaniam says, “It will definitely inspire the aspiring dancers, but will also give a strong message to everyone that ‘Anybody Can Dream’ and, if intentions are right, they can be achieved too.”