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Disney targets mass Indian audience

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A still from ABCD

Disney India is creating an experience with “ABCD- AnyBody Can Dance” for all Indian fans. With the “ABCD 2”, sequel to the first successful instalment “ABCD…”, the company is planning to extend the cinematic experience to a television show on bindass; a dance-inspired game and branded merchandise.

A still from ABCD
A still from ABCD

“Globally, Disney has created some of the biggest franchises, and we are excited to have now developed our first truly local franchise with dance at its core. Our creative teams across the company are focussed on delivering great content, quality products and memorable experiences for our family audiences, across platforms of their choice.

“With ‘ABCD’, we have created a franchise which is tailored to provide its fans with a unique multi-platform experience”, Siddharth Roy Kapur, managing director, Disney India, said in a statement.

Disney India will release the sequel in June.

With international locales, foot-tapping music, sizzling performances, the film stars Varun Dhawan and Shraddha Kapoor in the lead. They will be seen grooving with Prabhudheva with ace choreographer Remo D’Souza directing them.

The film is based on the real life struggle of a Mumbai-based dance troupe who go on to win the World Hip-Hop dance championship.

Along with witnessing this dance extravaganza on the big screen, fans can also own a piece of the film with “ABCD” merchandise. Disney India’s consumer products business has tied-up with Voxpop Clothing for an exclusive branded range of apparel and accessories around the movie.

Disney India’s youth channel bindass will also be coming up with a special dance series themed around “ABCD”. This show will trace the journey of three passionate dancers who come together to pursue their dream of representing India at one of the biggest international dance stages in the world.

In addition to this, Indiagames, Disney India’s gaming arm, will be developing a rhythm-based game where fans can engage with their favourite movie characters and dance their feet off on their mobile phones.

Varun Dhawan, Shraddha Kapoor, Remo and Prabhudheva at the launch of ABCD2 trailer and ABCD franchise announcement
Varun Dhawan, Shraddha Kapoor, Remo and Prabhudheva at the launch of ABCD2 trailer and ABCD franchise announcement

Director Remo D’Souza, who considers “ABCD” close to his heart as it allowed him to explore his passion for direction, along with dance, said: “The phenomenal response to the movie made me realise the significance of dance in the hearts and minds of audiences in India. With a promise of a television show, branded merchandise and a game, I’m extremely delighted to be a part of this dance-inspired franchise.”