STAR Plus takes the battle of the sexes on-ground

By Surina Sayal , afaqs!, Mumbai | In Advertising | May 04, 2010
The channel has taken the new show, Zara Nachke Dikha, closer to the consumers through a multi city activity

Dance shows on television are a dime a dozen these days. However, what makes them different from each other and how the channels market the shows are interesting to see.

STAR, which had earlier launched the dance reality show Zara Nachke Dikha (ZND) on STAR One in 2008, has now brought the show as a whole new offering on STAR Plus. The show premiered on May 1.

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ZND claims to be the ultimate battle of the sexes - 'Ladki vs Ladka'. It will showcase some of the topmost actors from the television industry in their highest of spirits, battling against the opposite sex to prove their supremacy. The ultimate aim of ZND is to find out who is the superior sex and at the end, the losing team will publicly bow down to the superiority of the other gender.

The USP of the show is the concept of the battle of the sexes through dances of celebrities. Also, there is freshness in the format, with the introduction of surprise elimination and physical games.

Discussing the shift of the property to STAR Plus, Anupam Vasudev, executive vice-president, marketing and communication, STAR India, says, "STAR One has a certain reach and audience and the first season was very well received on the channel. The feedback on the show was so enormous that we realised that it requires a bigger platform. This learning prompted us to take the show to an all new high and therefore, we thought of taking the show to our flagship brand, STAR Plus."
Now, 10 days prior to the launch, STAR Plus geared up to bring this battle of the sexes closer to the consumers through a slew of multi-city activations, with the participants competing across cities on-ground. The activities were handled by Jagran Solutions.

One of the activities included testing the dance quotient of consumers through a unique 'dance meter' or 'dance nation machines' installed at key malls such as the Oberoi Mall (Mumbai) and Ansal Plaza (Delhi). Here, as the catchy ZND track was played, boys and girls had to stand on a kiosk to match their steps with the arrows moving on the screen. The meter then displayed the person's dance quotient in the form of a score. The show's contestants also joined in this battle as they competed not only with their competitors but also with the public at the mall.

Besides this, in certain cities, the participants, known as the 'Masakali' girls and the 'Mastkalandar' boys, went on board glitzy 'Dance floats', which moved through the city as they showcased their dance skills.

These road shows were planned with specially designed floats travelling across UP (Lucknow, Agra and Kanpur) and Maharashtra (Pune, Nagpur and Nasik), with boys and girls battling it out against each other to prove their gender supremacy. This activity was concluded recently in Lucknow, where four participants joined in the battle to give the audience a live experience of the show in their own cities. These floats were seen moving across the city through the day.

The on-ground activities were extensively supported by slots on the radio channels in the respective cities, wherein the listeners were provided live updates of the scores and even directed to visit the malls and mount floats to support their gender.