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UTV World Movies brings Latin American flavour on-ground

By Surina Sayal , afaqs!, Mumbai | In Advertising | May 20, 2010
The channel has tied up with dance institute, Salsa India and K Performing Arts, to promote Latin dances this summer

The two-year-old World cinema channel, UTV World Movies, is innovatively associating on-screen properties with on-ground activities, to bring to the country various international cultural elements, besides its movie offerings.

In June, the channel will air Latin American movies, such as Buenos Aires 1977, Viva Cuba, Machuca and Smoking Room. To take this offering on-ground, the channel has tied up with dance institute, Salsa India and K Performing Arts, to promote Latin dances this summer.

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Thus, starting this month, Zenzi Parties are being hosted at Zenzi Mill, Lower Parel every Wednesday from 9 pm onwards; and at Zenzi, Bandra every Sunday from 7 pm onwards. Renowned Salsa instructors from the dance institute will teach dance forms such as Cha-cha-cha, Rumba, Samba, Salsa and Bachata. On May 16, an inductor workshop on Reuda (a circular form of dance with different dancers) was also conducted.

Participants will be selected on first-come first-served basis; and entry is free, coupled with on-the-spot prizes and after parties.

A Summer Boot Camp is also being conducted up to May 23. Open to participants of all ages, the camp helps basic learners pick up Salsa, Hip Hop, Bachata, and Jazz in just three weeks; as opposed to a standard period of three months or more. Instructors help the participants to work on their footwork, body movement and how to dance professionally with their partners.

The venues are being branded with collaterals bearing the UTV World Movies logo and details. The activity has been kicked off in Mumbai; and there are plans to take it to other cities as well.

Sameer Ganapathy, business head, UTV World Movies says, "UTV World Movies focuses on bringing in unique and innovative experiences for its audience. This initiative is to connect with the target audience, and in turn, provide India a truly universal flavour through international dance forms."

Ganapathy shares that on-ground plays a very vital role for the channel; and as much as 50 per cent of UTV World Movies' annual marketing spends are pumped into on-ground activations.

Earlier this month, the channel also held the second edition of a yacht-racing competition, the participants of which comprised major media and advertising houses. Since sailing is part of the Mediterranean/European way of life, this meant exposure to yet another international culture.

The channel also frequently organises restaurant screenings, where a movie from a specific region is shown in a restaurant that serves that region's cuisine. For example, at a Thai restaurant, the channel would screen a popular Thai movie, which goes with the ambience and the cuisine of the restaurant.

UTV World Movies, along with French language school, Alliance Franšaise, had also organized a five-day Children's Film Festival in Chennai, from May 10-14. The festival showcased films such as Rock a Doodle, Annabelle's Wish, Treasure Island and The Last Butterfly.