MUMBAI: Bindass, the youth entertainment channel from the UTV stable has chalked out innovative below-the-line (BTL) strategy to promote its latest dancing reality show Street Dance.
The spread the word among the youth, the channel is using flash mobs, wherein group of people are making random appearances at major youth hangouts.
For a channel that‘s wooing the youth of the nation and focusing on innovative marketing campaigns to get their attention, coming out into the streets and dancing is definitely not something one can ignore.
So far the dance troupes have performed in pubs like Ra at Mumbai and at the Lavasa Music Festival, and the plan include to organize more performances in two more pubs in Mumbai, another two at Delhi and three at Pune to build the hype and buzz around the show.
The basic marketing strategy is to identify key hot spots and get the youth‘s attention out there. The channel is also doing a lot of online promotions and via its microsite. They are even planning on uploading different dance tutorial videos, teaching people a new dance style each week.
The channel claims that Street Dance is the first dance reality show which does not have any judges, and hence with the audience being the deciding factor, the crowd interaction will be the key facet of the performances.
The three major cities targeted for promotions are Mumbai, Delhi and Pune since Bindaas as a channel has its majority target audience in these places. However, entries to the show will be from all over the country.
On the show, UTV Bindass AVP and marketing head Kanika Saxena said, "There is no monetary amount given to the dance troupe that wins and while a chance to train with Shamiak Davar for a year, which is the grand prize, may not appear to be all that much, for a dance enthusiast and for many participants from smaller towns, this is a chance of a lifetime."
The overall promotion activities for the show will go on for two weeks post the launch. The marketing spend on promoting this show is around Rs 7.5 million.
