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Star Plus and Jet Airways bring alive the ‘Nach Baliye’ experience 35,000 ft above ground

17-October-2008
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Star Plus and Jet Airways bring alive the ‘Nach Baliye’ experience 35,000 ft above ground

It was an unusual launch pad that Star Plus chose for its popular dance reality show ‘Nach Baliye’, which will be hitting the small screen on October 17. To announce the launch, Star Plus joined hands with Jet Airways and literally took to the skies. This promises more such innovative promotional initiatives for ‘Nach Baliye 4’.

‘Nach Baliye 4’ would be aired on Fridays and Saturdays at 8 pm. A Star Plus official said that the dance reality show was being supported by 360-degree marketing approach, while Pantene Shine was the title sponsor.

Commenting on the initiative, Keertan Adyanthaya, GM & EVP, Programming, Star Plus, said, “Star Plus has pioneered the creation of memorable experiences not only for its viewers, but for all those who have supported the channel in its endeavours, and this initiative is a step in that direction. This year, too, we have scaled newer heights with Jet Airways and are hoping to be able to re create the excitement of ‘Nach Baliye 4’ in the skies – truly a distinctive experience.”

Anupam Vasudev, Executive Vice President, Marketing, Star Plus, explained, “We wanted to do something innovative and unique and that’s the reason Star Plus and Jet Airways created an in-flight ‘Nach’ experience 35,000 feet above sea level.” Speaking on the marketing strategy, he said, “‘Nach Baliye 4’ is being supported by a 360-degree marketing campaign, which will include television, press, outdoor, etc., and the title sponsor is Pantene Shine.” He, however, declined to reveal the ad spends.

On the association with ‘Nach Baliye 4’, Gaurang Shetty, Senior Vice President, Alliances and Interline Distributions, Jet Airways, said, “Jet Airways is excited to associate itself with ‘Nach Baliye 4’, one of the most exciting and innovative programmes on Indian television today. We believe Jet Airways’ much-acclaimed in-flight product aboard, its state-of-the-art Boeing 777-300ER aircraft, will be the perfect launch pad for yet another popular season of ‘Nach Baliye’.”

Mediapersons were invited to a preview of the upcoming ‘Nach Baliye 4’ on-board Jet Airways’ brand new, state-of-the-art Boeing 777-300ER aircraft. The flight took off from Chhatrapati Shivaji International Airport n Mumbai with ‘Nach Baliye’s three judges – Farah Khan, Karisma Kapoor and Arjun Rampal – along with the 12 Nach Jodis, executives from Star Plus and Jet Airways as well as members of the media.

Star Plus also showcased some uncut, behind-the-scenes footage of the show and the efforts of the Jodis to prove their mettle on the same, all on JetScreen – the airline’s award-winning in-flight entertainment system.

‘Nach Baliye 4’ is produced by Wizcraft and will see 12 couples dancing to win the title of ‘Nach Baliye 4’.

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