Television

'bindass Naach' to launch on 16 Aug; gets social media marketing push

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MUMBAI: In India, many a dreams succumb and forever remain unfulfilled under the constant flow of social stigma. Providing a voyage to fulfilling three such succumbed dreams is bindass’ new series bindass Naach.

Three young talented minds wanted to dance on the stage of World Of Dance Los Angeles and bindass in association with BBC Worldwide decided to turn their dream into reality. Showcasing this very thing will be the new show bindass Nach. While Disney’s Any Body Can Dance (ABCD) tasted immense success at the box office, the concept is all set to translate the victory on the small screen too.

“The trio enroll others and creates a dancing group called Desi Hoppers - a group that can dance like crazy. Desi Hoppers have class that will astonish many, the talented group has the potential to get anybody dancing,” says Disney India mediaworks VP and head content and communication Vijay Subramaniam.

In order to gain traction for the show, bindass has also rolled out a unique marketing strategy with special emphasis on the digital media. From Twitter’s newly acquired live video streaming expertise Periscope to the likes of Vine, Facebook, Twitter and Snapchat, the trio’s journey had a presence on each and every medium. “While the show is on air and there is a moment of conflict, we will have real time social media interaction, which will indulge viewers in various conversations,” Subramaniam adds.

BBC Worldwide India SVP & general manager India and content head Asia Myleeta Aga says, “This original breakthrough scripted reality concept, Naach is the real dream of three amazingly talented dancers and the vision of Palki Malhotra - show creator, creative producer - BBCW. With this show we aim to continue our track record of delivering innovative content with the aspirational youth of India at its core.”

Aga further adds, “This is one of the few occasions where while shooting the series, we also strategized various social media initiatives and hence created content accordingly. So here the social media innovations are not edits of the show but they are specially curated content.”

The various on-ground activities have so far garnered publicity worth $3 million, claims the network. “We have had over 2.2 million views on the videos, the live events which were criticized as mall events had over 100,000 footfalls. The social media has seen over 2.4 million conversations around the concept and various on ground activities that we have been unleashing,” Subramaniam informs.

The 10 episode series will start on 16 August, 2015 and will be aired every Sunday at 7 pm.

bindass Naach has roped in Fogg as presenting sponsor, and Ponds Mens Facewash as the energizing partner. Buoyed by the advertisers’ reaction to the show so far, Subramaniam is of the opinion that the ad spends have been growing at the rate of 16 – 17 per cent per year.

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