Asian Paints collaborates with Disney+ Hotstar’s ‘Home Dancer’ show

Through Home Dancer, an online dance competition, Disney+ Hotstar offers dance lovers a chance to showcase their moves from the comfort of their homes

e4m by exchange4media Staff
Updated: Jul 2, 2020 10:00 PM

Asian Paints has joined hands with premium online streaming platform Disney+ Hotstar’s dance reality show Home Dancer for a consumer engagement innovation. Through Home Danceran online dance competition, Disney+ Hotstar offered dance lovers a unique chance to showcase their moves from the comfort of their homes where each week, participants chose a track on the app and uploaded a video on the microsite. This way, they continued to pursue their passion for dance notwithstanding the lockdown in India.

Asian Paints recently introduced its ‘Safe Painting’ services that aims to provide consumers with a safe painting environment and hassle-free, faster and professional experience. Consumers can now make their cherished space – home – an even more wonderful space as they stay indoors, maintaining social distancing during the current pandemic.

Home Dancer is a unique show, where participants shot their dance videos in their favourite, most important corners of their homes. The show and the ‘Safe Painting’ solutions are never-seen-before innovations born as a necessity of the onset of social distancing. Asian Paints thus saw this as an opportunity to partner with the series via an impactful in-show integration.

 Speaking about the campaign, Vishal Chinchankar, Chief Digital Officer, Madison Media said, “Our strategy was to build awareness about the safety measures of Asian Paints’ new Safe Painting service. Impact properties played a vital in this launch and helped build strong association and create consideration amongst consumers Most of the networks are unable to air any fresh content due to the pandemic, with Disney+ Hotstar’s Home Dancer being one exception. The show and Safe Painting focus strongly on indoors, making the torrid times of social distancing bearable for consumers with uninterrupted service. We believe the synergies matched perfectly for an effective in-show integration that communicates to millions.”

 Speaking about the integration, Nitin Bawankule, Head – Ad Sales, Star and Disney India said, “With Home Dancer, Disney+ Hotstar has democratised content for viewers in this unprecedented time of social distancing. Asian Paints has empowered consumers by letting them optimize time and get their homes repainted, aligning   all social distancing and safety norms. The collaboration of these two brands for this innovation seemed absolutely natural and points to the evolution of marketing hereon."

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