Star explores localised branding to market 'Nach Baliye 2'

MUMBAI: Apart from the regular advertising and hoardings, Star One's marketing strategy for the brand new celebrity dance show Nach Baliye 2 has a lot to do with 'localised branding'.

The channel has picked 10 grocery stores in the residential localities of each of the 10 Nach Baliye couples (Jodis) to generate excitement in their localities and personalise their popularity.

The Jodis have made their neighbourhoods proud with posters that have quotes like 'Malad Ki Shaan Gauri aur Hiten' plastered across. Branding is extended from the entrance to the interiors and identified areas around the store with special messages highlighting the 'Jodi' and their importance of being from that area, informs an official release.

A contest via personalised couple's postcards at the stores will involve every customer in rooting for their number one Jodi. The winners of the contest get to watch their favourite Jodi's perform live in the episodic shoot, the release adds.

Nach Baliye 2, the sequel to Star One's most successful 2005 property Nach Baliye, is launching on 25 September.

MUMBAI: Apart from the regular advertising and hoardings, Star One's marketing strategy for the brand new celebrity dance show Nach Baliye 2 has a lot to do with 'localised branding'.

The channel has picked 10 grocery stores in the residential localities of each of the 10 Nach Baliye couples (Jodis) to generate excitement in their localities and personalise their popularity.

The Jodis have made their neighbourhoods proud with posters that have quotes like 'Malad Ki Shaan Gauri aur Hiten' plastered across. Branding is extended from the entrance to the interiors and identified areas around the store with special messages highlighting the 'Jodi' and their importance of being from that area, informs an official release.

A contest via personalised couple's postcards at the stores will involve every customer in rooting for their number one Jodi. The winners of the contest get to watch their favourite Jodi's perform live in the episodic shoot, the release adds.

Nach Baliye 2, the sequel to Star One's most successful 2005 property Nach Baliye, is launching on 25 September.

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