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.