HiPi and &Pictures announces #DanceFullOn challenge on World Music Day


This World Music Day, HiPi, India’s fast-growing short video platform, has engaged with &Pictures to announce the latter’s #DanceFullOn contest. Started on 19th June, last Saturday, and going all the way till 23rd June, the challenge presents dance lovers across the country with a chance to perform and recreate a 20-second hook tread on HiPi. HiPi has partnered with the skilled dancer and Bollywood’s popular dance director, PiyushBhagat, to specially choreograph and make the hook step, to the thumping beats of &Pictures’ song – On Nahi, Full On.

This challenge will allow users to become a moment’s social media sensation. The performances are going to be evaluated by PiyushBhagat himself and therefore the top 5 participants will bring home cash prizes worth up to INR 50,000.

Commenting on the collaborative initiative, RohitChadda – CEO, ZEE Digital Publishing and CBO, HiPi, said, “We Indians like to dance and hum to the tunes of Bollywood music. On the occasion of World Music Day, we wanted to surprise our audience with a challenge #DanceFullOn that sees them recreate a singular hook tread on our platform. With this challenge, we glance forward to witnessing the simplest dancers from India express and impress one and everyone. We, at HiPi, are constantly trying to find new ways to reinforce our offerings and have interaction with our users”.

Commenting on the association, Ruchir Tiwari, Cluster Head, Hindi movie channels, ZEEL said, “Music connects us in additional ways than we will imagine. It often goes to represent and define a generation. The energetic and addictive beats of all the new &pictures brand song ‘On Nahi, Full On hai’ will certainly connect with the youth. The #DanceFullOn challenge set to the song may be a good way to interact with our viewers, and it’s aptly amplified by our collaboration with HiPi.”

To redefine the meaning of fun and entertainment, HiPi is already running a month-long #EntertainmentKiBaarish campaign that features tie-ups with renowned brands and allows users to interact with mind-blowing challenges across different genres and contests. The Dance Bangla Dance challenge is already to survive the HiPi app that grants creators and viewers to win weekly prizes by performing a singular hook step as per the weekly dance theme, which is curated by the jury and mentors of Dance Bangla Dance. The #DanceFullOn contest is another addition to the general #EntertainmentKiBaarish campaign, which provides users an opportunity to exhibit their delightful dance moves.

Whiz Co is that the official talent partner for this collaboration.

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