ZND, the battle of sexes on Star Plus, starts with high-decibel campaign

On May 1, Star Plus launched the dance reality show Zara Nachke Dikha (ZND), which is a full-blown battle of the sexes, the ultimate "Ladka vs Ladki' battle of grace and energy. The show features prominent television stars, and is being promoted with fitting verve. In an exclusive conversation with Adgully, Anupam Vasudev, Star India's executive vice-president, marketing and communication, said that the show was being heralded by a 360 degree campaign encompassing TV, outdoor, radio, on-ground, digital (internet & mobile) and print platforms.

"A 10-day extensive outdoor plan has been implemented across cities like Mumbai, Delhi, and Lucknow," Vasudev said. "Besides, there is 10-day high frequency radio promotion across the markets mentioned."

The programme has also spurred BTL innovation. "Experiential ZND Zones have been set up across key malls in Mumbai and Delhi with boys and girls fighting out the dance battle on special dance nation machines," Vasudev said. "Roadshows with specially designed floats are travelling across UP (Lucknow, Agra and Kanpur) and Maharashtra (Pune, Nagpur and Nasik) with boys and girls battling it out against each other."