Press Release

Dance, daredevilry, dhamaal!

3 September 2014

Life OK’s new show, Dare 2 Dance, hosted and mentored by Akshay Kumar, mixes dance with some never-seen-before stunts

New Delhi September 3, 2014: Life OK which is known for its disruptive content and going beyond the obvious, is yet again set to foray into something unique – this time around, a dance-based, adventurous reality show. One of the most essential things needed to dance, is a dance floor.  But, what if there’s no dance floor? Presented by Micromax and powered by Honda, Dare 2 Dance is all about challenging the contestants to dance at various platforms – be it land, water or air. The show is all about daring to take risks and re-inventing oneself. Akshay Kumar will take the mantle of a host, while he would also be seen playing a mentor to the contestants. And living up to his middle name – Khiladi – he will also be seen performing some stunts himself. Not to forget, giving the show a dose of his sense of humour through his banter with the contestants. The actor was present in Delhi today, to launch the first look of the show which goes on air on from September 6 onwards.

Sharing his sentiments on coming on board for Dare 2 Dance, Akshay Kumar says, "What I like the most about the show, is the fact that it puts the contestants out of their comfort zone and challenges them. I've been so excited about it, right from the word go, and it's been an amazing experience!" 

The show’s marketing campaign took off a while ago, with mediums like print, outdoor, television being covered all across India. Talking about the show and its concept, Ajit Thakur, EVP & GM, Life OK, says, “At Life OK we have always believed in being daring and bold. Ever since our launch, we have offered our viewers, content which is very different from what’s offered on television today. Dare 2 Dance, is a big milestone for us in our journey to offer differentiated content. There are many firsts in Dare 2 Dance, which I can promise our viewers would have never seen before. And we couldn’t think of anyone better than the superhero of action and dance, Akshay Kumar, to have anchored this show. So, I’d just say, enjoy the dare and the dance, over the next few weeks.

Shot in South Africa, Dare 2 Dance will see ten contestants, not just putting their extra-ordinary dancing prowess to display, but also fighting their fears. For instance, fear of height, water among others. Produced by SOL, the show is choreographed by Sanjay Shetty and his team of professionals, while the stunts have been designed by stunt co-ordinator, and performer Francois Grobbelaar, who has earlier worked on a number of Hollywood and Bollywood projects. But, here’s an interesting twist! Unlike most other reality shows where elimination plays a big role, there would be no elimination in every episode Dare 2 Dance. The show goes on air from September 6 onwards, every Saturday and Sunday, 8.30 pm only on Life OK. 

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Star India CEO, Uday Shankar to address gathering at Pitch Madison Media Advertising Outlook 2014 in Mumbai

Uday Shankar, Chief Executive Officer (CEO) of Star India will deliver address the gathering and speak about “How advertisers can get the best out of TV, despite inflation?”.

Life OK rides on Screen Awards’ success

Life OK general manager Ajit Thakur said, “The 20th Annual Life OK Screen Awards were the channel’s first big-ticket Bollywood event and we are delighted with the response from our viewers not only in India but all over the world. With a clear intent to disrupt both – how an event is programmed and marketed, with Screen properties, we managed to reach out to more viewers than the biggest events and movies on television (in this year so far) – to be precise 74 million people.”

STAR Plus Veera campaign encourages first time voters to make a difference

Nikhil Madhok, Head Marketing & Content Strategy, Star Plus said, "In India, the number of potential first time voters during this election, is estimated at a massive 12 crores. In light of this, we at Star Plus, wanted to spread awareness about voting rights amongst first time voters and mobilize the youth. We want to encourage them to exercise their vote and contribute to the country’s progress. However a lot of them are still not aware the registration is an important prerequisite to voting.

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