Club FM, Kerala’s No. 1 radio station, took the initiative to hold the first-of-its-kind online Bharatanatyam dance competition ‘Mathrubhumi Nadanam Shobanam’ for its listeners and supporters in the aftermath of the Covid-19 pandemic, where companies are no longer conducting on-ground activities for brand recognition or activations.
Dulquer Salman, the heartthrob young Gen Mollywood star, unveiled the event’s logo. Shobana, a well-known dancer and actress, served as the competition’s brand ambassador.
Staying at home to prevent the spread of Covid-19 has proven to be a blessing for many, as it allows them to spend more time with their families. Shobana, who played the lead in Sathyan Anthikad’s son Anoop Sathyan’s debut film Varane Avashyamund, was involved on social media, using this opportunity by sharing various videos and reels that were used in the competition.
Mathrubhumi held a dance competition in which dancers from all over India were invited to recreate a dance performance from Shobana’s reels and post it to her Instagram account @shobana danseuse. The actress chose only 65 entries from over 1000 that she got for the competition.
Shortlisted contestants were also allowed to interact with Shobana through a virtual zoom workshop, in which she provided firsthand knowledge of Bharatanatyam dance forms via a short performance.
The contestants were also given different cash prizes for each age category, with winners receiving Rs 25,000 and runners up receiving Rs 15,000; in addition, the winners and finalists will be allowed to participate in a video with Shobana, which is still being finalized.
The operation is a testament to radio’s strength as a medium and the incredible levels of engagement we achieve with our listeners, which benefits advertisers. Swayamvara, Joyalukkas, Pittapillil, Esaf, Ocean, Truecoat, Ponkathir, and Hyundai were some of the sponsors of the Mathurbhumi Nadanam Shobanam.
It was conducted by Club FM, which is a private FM radio station in Kerala, India, that is owned and operated by the Mathrubhumi newspaper. Throughout the day, the entertainment media focuses on mainstream music and the station broadcasts public awareness information through songs and entertainment that is available 24 hours a day, seven days a week.