Maltina Dance All returns for season 9 with ‘happiness amplified’

Nigeria’s first family dance TV show and a consumer engagement platform sponsored by premium non-alcoholic malt brand from the stable of Nigerian Breweries Plc, Maltina, Maltina Dance All, is back with amplified level of happiness. The announcement for the return of the show was made at a media parley on Wednesday, August 3, at the company’s corporate head office in Iganmu, Lagos.

This year’s edition of the show, Season 9, is themed ‘Happiness Amplified’, and the malt drink, known for sharing happiness and promoting family values, promised that the activities and dance routines lined up for this season will heighten the excitement and happiness shared by competing families and viewers of the show.

Speaking about the show, the Marketing Director, Nigerian Breweries Plc, Mr. Franco Maria Maggi, Maltina Dance All provides a platform for sharing happiness, promoting family values and bonding, adding that the lives of various families have been positively affected through this platform.

According to Maggi, the previous editions utilised the regional auditions format and the feedback was that several families were unable to participate in those auditions due to travel constraints.
He said, “This year the brand chose the online auditions format to make the dance show more accessible and give families the opportunity to submit entries for the 2016 Maltina Dance All from the comfort of their homes by making a short dance video and simply uploading the video on the website, www.maltinadanceall.tv”

Lending his voice, Corporate Affairs Adviser, Nigerian Breweries Plc, Mr. Kufre Ekanem, said the show’s innovative format this season will allow interested families to participate in by submitting their dance videos from all across Nigeria on the website, adding that Maltina Dance All is one of the platforms through which the brand connects with and allow consumers heighten their interactions to share happiness.

“The show through its creative and diverse dance routines brings incredible energy, excitement, and fun for competing families and fans. We can’t wait to see what season 9 will bring,” Ekanem said.

At the end of Season 9, the winning family will be rewarded with a grand prize of N10 million, while the first and second runners up will receive N3 million and N1 million respectively. Entry for online audition is on going and will end on August 19, while the show airs on TV in September 2016.

The family dance reality show, which started about a decade ago, had since helped to reinforce the brand’s core values of family, fun and happiness, and help create affinity with the brand’s loyal consumers across Nigeria.

Through the show, the brand has engaged various consumers of different age groups, rewarding them with gifts after competing for a ticket to be shortlisted for admission in to the show’s academy with their families. The academy serves as the home for the contestants during the competition period.

The brand, through the reality show engages dance fitness instructors to train the competing families in various dance styles and fitness exercises which help to showcase the vitality of well-nourished individuals/families.

At the academy, the families compete in dance to different genre of music to win the grand prize. Different dance instructors according to the theme of the selected song/music genre mentor each family for each episode of the TV show. The performances are judged by dance professionals, who critic and guide the families on the best way to progress through the competition.