Just Dance: Innovation at its best!

Published On: 2014-06-18

Author: unknown

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Just Dance: Innovation at its best!

Source: Star Plus



The stage is set to dazzle viewers with the best in dancing talent, featuring a show-stopping Bollywood heartthrob, and skillful moves that will leave you breathless. Hold on to your sofas, Maruti Suzuki presents, "Just Dance", powered by Cadbury Bournvita, starting June 18th, every Saturday & Sunday at 9pm.


Starring the God of Dance, Hrithik Roshan, “JUST DANCE” is the ultimate Dance Reality Show from the STAR India network. In a bold move that demonstrates Star India’s confidence in the property - Just Dance will be simulcast in HSM markets on Star Plus, Star Pravah and Star One, and will have a deferred telecast in the South channels Asianet and Star Vijay.


Sanjay Gupta COO Star India said: "With this bold move, Just Dance will transcend language and geography, and provide differentiated content for consumers. It will offer advertisers an unparalleled opportunity to maximize reach and unlock value. This is a significant initiative towards monetizing the pan India power of the Star brand and showcasing its content on a platform larger than anyone else."


What makes Just Dance different? In JUST DANCE, the best of dance talent has been chosen following a series of global auditions in cities from New York to Kolkata, giving dance aficionados their chance to make their ultimate dream come true - to match their steps with Hrithik himself. In a stupendous response to the auditions that covered 30,000 contestants, 52 contestants were selected to rock the “Just Dance” stage. They will showcase their unique dance moves to ace choreographers, Farah Khan and Vaibhavi Merchant along with Hrithik Roshan himself. Internationally acclaimed choreographers have also been invited to contribute the cream of their skills in training the contestants: Terence Lewis in Contemporary Dance, Saroj Khan in Indian, and Michelle Johnston in International Choreography. The show emphasizes quality over quantity. The drama quotient will be heightened with the spirit of competition. The dancers’ intense training and Hrithik’s personal involvement will push them to transform from dancers to performing stars!


Besides being the ultimate dance reality show platform, “Just Dance” will result in the emergence of the Ultimate Indian Dance Champion, the most talented of them all, who will be crowned the winner and given the opportunity to dance with Hrithik in a unique platform and awarded Rs 1 crore in cash and a Swift from Maruti Suzuki.


STAR India has created several touch points for viewers with an innovative and disruptive Marketing Campaign that includes four music videos, several digital initiatives and many more that will help establish a direct connect with the target audience. Star India has executed a never seen before marketing innovation that allows viewers to dance with Hrithik and share the same screen through a unique “augmented reality” innovation that allows Hrithik’s fans in Mumbai, Delhi & Lucknow malls to ‘be’ in the same space as Hrithik, stand next to him and match their dance moves to his.


Ace choreographer and Just Dance judge Vaibhavi Merchant invited those present at the first look of Just Dance held in Mumbai yesterday to try out “augmented reality” innovation. Vaibhavi challenged the audience to match steps with a virtual image of Hrithik Roshan through“augmented reality” . While one dancer impressed Vaibhavi, she literally pushed another off the stage as she was horrified by his steps. This left everyone in splits and had everyone amazed by this new innovation.


“This type of marketing innovation has never been done before for any show on television – where the focus has been on selling a show – we have moved it to creating an experience,” said Sanjay Gupta COO Star India.


The other JUST DANCE innovations include digital engagement properties – a “I Just Danced” competition on the web where the winner will be invited on the sets of Just Dance, the release of 4 music videos that immortalize dance in a way never been done before and many more that will be unleashed through the campaign.