Groove With Us

On International Dance Day 2023, India's leading app, JOSH, launched an inspiring nationwide campaign with a noble aim: to revive 4 traditional dance forms (Kummi, Lavani, Chhau, Kalbelia) from every corner of the country.

Little did the participants and the app's creators know, there was a hidden agenda behind the challenge.

The campaign quickly gained momentum, captivating the audience on both Instagram and the JOSH app. Hundreds of talented individuals, including renowned Josh creators, eagerly took part in the challenge, unaware of the true purpose behind it.

The grand reveal was a spectacular Fusion video, a harmonious blend of authentic dancers and Josh content creators gracefully moving to the rhythms of traditional dance forms, infused with a modern twist.

It became apparent that JOSH's secret motive was to put India back on the global dance map and raise awareness about these fading art forms. The fusion of tradition and innovation touched the hearts of countless viewers, winning widespread admiration and support.

With this ingenious campaign, JOSH not only celebrated the rich cultural heritage of India but also became a catalyst for the revival and preservation of these beautiful dance forms. It served as a shining example of how technology and creativity could converge to promote art and heritage, leaving a lasting impact on the nation's cultural landscape.