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Eight sponsors on board for Star's Nach Baliye

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MUMBAI: Star Plus has roped in eight sponsors for its celebrity dance reality show ‘Nach Baliye‘ which is all set to launch on 29 December at 9 pm.

The fifth season of the show will be presented by Vaseline while the powered by sponsor on board is LR Active Oil.

The channel has signed six associate sponsors so far which are - Nivea, Vasan Eyecare, Flying Machine, Bingo, Ferrero and Fair & Lovely for Men.

Star India president ad sales Kevin Vaz told Indiantelevision.com that the channel will sign on a total of nine associate sponsors for

the show.

"20-30 per cent of our inventories will be consumed by spot buys while all other will be utilised by the sponsors," Vaz added.

Star Plus has launched a nationwide campaign to promote the show which is returning after three years. However, Delhi, UP, Gujarat and Maharashtra (including Mumbai) will get special focus in marketing activities. There will be disruptions across all mediums including radio, outdoor, TV and digital, claims Star Plus VP marketing Nikhil Madhok.

The channel is promoting the show aggressively across the Star Network and about 25 other channels outside its network. It is going gung-ho on the digital medium to promote Nach Baliye-5.

According to Star Plus VP marketing Nikhil Madhok, this time one lucky couple will get a chance to actually participate on the show and compete with the celebrity ‘jodis‘. The only way to participate is digitally - to upload a short dancing clip of the couple onto Star Plus‘ site. "We will then invite our fans to vote for their favorite Jodi by ‘liking‘ their clip. Based on a combination of likes received and points awarded by our judges, one lucky couple will get to participate in Nach Baliye. It‘s a great way of driving viewer engagement with the show using digital," Madhok explained.

It will also launch a ‘Nach Baliye‘ mobile game through which people can chose their favorite jodis and earn points basis how the jodis perform on the show. People who accumulate the maximum points through the series will be given prizes. "We also have a really fun facebook app where you can get a friend of yours to dance with a Baliye of choice," Madhok said.

Meanwhile, all the jodis and judges of Nach Baliye will be present constantly on twitter and Facebook interacting with their fans, besides chatting live frequently.

As a part of below-the-line activities, there will be mini Nach Baliye events on the ground, where people can participate and the channel will shoot their videos and upload them onto its site for a chance to participate on the show. "The idea is to not only engage with the audience but also facilitate their chance to participate on the show. This activity will happen across 10 cities in the country," Madhok added.

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