Groove With Us

Agency: MAD About Digital

Josh App Banner

Hook Step (Chhau,Kalbelia, Lavani, Kummi)

Fusion Video


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.

This professional campaign titled 'Groove With Us' was published in India in April, 2023. It was created for the brand: Josh, by ad agency: MAD About Digital. This Content, Digital, and Experiential media campaign is related to the Agency Self-Promo, Electronics, Technology, and Media industries and contains 3 media assets. It was submitted 2 months ago by Group Account Manager : Komal D Soans of Mad About Digital .


Advertising Agency: Mad About Digital
Art Director: Shambu Nandanan
Associate Art Director: Joji Joseph
Graphic Designer: Nikhilesh Bhagyaraj/Ashish Gautham
Associate Graphic Designer: Adarsh Balakrishnan/Sathish Kumar
Lead Motion Graphic Designer: Kushal S
Associate Motion Designer: Melvin Jack, Nishta Bhaskar
Creative Director: Ambili Thomas
Senior Creative Copywriter: Aviral Jain/Sai Dhar
Associate Creative Copywriter: Ahana Bagchi/Mrinal Shill
Group Account Manager: Komal D Soans
Account Manager: Deepthi Ramesh


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