HiPi and & Pictures announce their latest challenge #DanceFullOn to commemorate World Music Day

Mumbai, June 21, 2021: This World Music Day, HiPi, India’s fast-growing short video platform, has tied up with &Pictures to announce the latter’s #DanceFullOn contest. Going all the way till 23rd June, the challenge presents dance lovers across the country with an opportunity to perform and recreate a 20-second hook step on HiPi. HiPi has partnered with the skilled dancer and Bollywood’s popular dance director, PiyushBhagat, to specially choreograph and create the hook step, to the thumping beats of &Pictures’ song – On Nahi, Full On.

This challenge will give users a chance to become an instant social media sensation. The performances will be evaluated by PiyushBhagat himself and the top 5 participants will take home cash prizes worth up to INR 50,000.

Commenting on the collaborative initiative, Rohit Chadda – CEO, ZEE Digital Publishing and CBO, HiPi, said, “We Indians love 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 unique hook step on our platform. With this challenge, we look forward to witnessing the best dancers from India express and impress one and all. We, at HiPi, are constantly looking for new ways to enhance our offerings and engage with our users”.

Commenting on the association, Ruchir Tiwari, Cluster Head, Hindi movie channels, ZEEL said, “Music connects us in more ways than we can 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 definitely connect with the youth. The #DanceFullOn challenge set to the song, is a great way to engage our viewers, and its 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 engage with mind-blowing challenges across different genres and contests. The Dance Bangla Dance challenge is already live on the HiPi app that grants creators and viewers to win weekly prizes by performing a unique 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 overall #EntertainmentKiBaarish campaign, which gives users a chance to exhibit their delightful dance moves.

Whiz Co is the official talent partner for this collaboration.