Star Plus has rolled out an extensive marketing campaign for the sixth season of its celebrity dance reality show, Nach Baliye.
Twitter Mirror is a "high engagement tool" which has been earlier used by global television events like the Academy Awards and the Grammys.
The Nach Baliye Twitter Mirror is a permanent installation on the sets of Nach Baliye, and will give all the celebrities of the show a chance to get clicked through the Twitter Mirror, and then automatically tweet that picture.
The Nach Baliye Twitter Mirror will give fans "a never seen before glimpse" of all the candid moments between the real life celebrity couples, as well as of the judges on the show. The celebs will even be shown getting themselves clicked on the Nach Baliye Twitter Mirror during some of the episodes of the show 'Nach Baliye - Parde Ke Peechey'.
Nikhil Madhok, senior vice-president, marketing and programming strategy, Star Plus, says, "Over the last couple of years, one has seen the emergence of the second screen as an important platform for television content. Star Plus realises the great engagement possibilities this offers, and also understands how a differentiated offering for the second screen can help deepen bonds with our viewers. The Nach Baliye Twitter Mirror comes from this philosophy, and we are extremely happy to work with Twitter India to bring this great innovation for the first time for a television show."
Rishi Jaitly, head, India market for Twitter, says, "Twitter is the world's leading real-time information network where users follow, share and experience content that is live, public and conversational. In India, Twitter brings audiences closer to the people and organisations they care about, including television shows, stars and moments. We are pleased to see Star Plus embracing Twitter and the Twitter Mirror during Nach Baliye to engage and grow its audience in authentic ways."
Apart from the regular television promotions, the channel is running the promos on around 30 channels outside the STAR network. In a one-of-its-kind initiative, Star Plus had unveiled Nach Baliye's celebrity couples during special events in different cities like Raju Srivastava and his wife, who were unveiled in Lucknow.
Star Plus has also been running snippets of the first episode of the show twice a day. Titled 'Nach Baliye Ki Pehli Jhalak', the snippets run for 1.30 minutes each during prime time. The viewers will also witness promotions of the show during the India vs West Indies series.
According to Madhok, the marketing of the show is heavy on reach. "Print has gone lower this time as usual. It's being used to generate PR," he adds.
On the outdoor front, the channel has done innovations in Mumbai and Delhi. The hoardings portray dancing couples against a satin red cloth in the background. Star Plus has tied up with Radio Mirchi, which will result in Radio Mirchi playing four dedicated romantic songs back to back as the theme of Nach Baliye 6 is 'Hadd se badhega romance'. Cinema promotion started with the release of Krishh 3 and is running across 300 screens in the country.
On the sponsorship side, Cera has been roped in as the co-sponsor of the show, while Dell, Line App, Renault and Clean & Clear have come on board as the associate sponsors.
Produced by Frames Productions, Nach Baliye 6 will go on-air on November 9. Themed around 'passionate love', the show this season continues to be hosted by Gautam Rode and Karan Wahi.
It will be aired on Saturday and Sunday at 9 pm and compete with Bigg Boss 6 (Colors), Kaun Banega Crorepati 6 (Sony Entertainment Television) and Dance India Dance (Zee TV).