Background

Dan-sync is an extravagant dance competition scheduled to take place in the month of May, 2011, across the South Indian states of Andhra Pradesh, Karnataka, Kerala and Tamil Nadu. Contestants were encouraged to showcase different styles of dance from varied disciplines. A superstar judging panel consisting of prominent film actors from each respective state added glitter and glamour to the competition.

Challenge

To develop a compelling brand name and mark which captured the grandeur and extravagance of the dance competition and communicate the same in a manner
that people from the respective four states can easily relate to.

Action

We developed the name Dan-Sync, a clever portmanteau of the words dance and sync. The tagline ‘The Dravidian Dance Festival’ ethnically communicated the reach of the competition. The brandmark showcased the grand outlook and flamboyance of the competition. The use of integrated communications like hoardings, radio spots and digital media effectively communicated the competition.

Result

The organizers of Dan-Sync received an overwhelming response with over 10,000 participants signing-up for
the auditions. The month-long festival culminated with the grand finale held on the 30th of May at Palace Grounds in Bangalore.