Hosiery major Dollar Industries has launched a digital campaign for its brand Dollar Bigboss, inviting people to dance to the tunes of its new television commercial (TVC) that was launched in March. Dollar Bigboss' new TVC gives an insight into fitness through dance and taking this proposition forward, an online dance competition has been launched, offering participants a chance to win prize money of Rs 1 lakh.
Explaining to afaqs! the idea behind the campaign, Bidyut Nath, head, marketing communications, Dollar Industries, informs that the earlier television commercials from Dollar always promoted action, which is synonymous with its brand ambassador Akshay Kumar. "But this time around, we thought of promoting fitness through dance. Thus, we came out with a TVC, where Akshay is seen dancing with Prabhu Deva and even outperforming him. To take this idea to the masses and making it participatory, our agency Lowe Lintas came out with the idea of launching a digital dance competition," he adds.
According to Nath, the competition went live on March 25 and has so far received 600 video uploads. The competition will be live till April 15. The company also plans to promote the competition on radio, YouTube, Google Display Ads and Facebook Ads.
The company is inviting mentors from various dance academies in Kolkata and Mumbai to judge the entries and select the winner. The shorlisted videos may also be used in forthcoming TVCs of the brand.
Dollar Industries claims to have a turnover of Rs 456 crore in 2011-12, controlling around 15 per cent market share in the branded hosiery segment in India. The brand is also present in the UAE, West Asia, Nepal and is exploring the African market in Nigeria.