Punch was commissioned to create a public participation programme for the Cultural Olympiad’s Dancing for the Games. Working in partnership with the Sandwell and Birmingham Mela, the International Dance Festival and UK Premier and MarketingPunch created an groundbreaking education outreach strand. Running across schools and community centres, Desi Moves inspired people from all ages and cultures to become more physically active, improved cohesion between Indian and Pakistani communities and culminated in a dance showcase, a mela performance and pop-up events along the route of the Olympic torch.


The Delivery

  • We worked with the NHS to provide education on the health benefits of dance.
  • We created the successful What’s Your #DesiMove? online campaign
  • We programmed two hours of dance performances which were broadcast to 10m viewers
  • We secured a valuable media partnership with Asian broadcaster StarPlus
  • We programmed dance off event in front of celebrity judges at Birmingham Town Hall.
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The Result

  • 180 young people from six schools took part in 8 dance workshops run by 15 dance professionals
  • 40,000 people were in the audience for the final two hour performance
  • 800 people took part in a “Rail Gaddi” (conga line) flashmob along the route of the Olympic torch
  • £1,000 of prize money was available along with professional artist development for contest winners
  • Desi Moves attracted a landmark £30k of philanthropic investment to run for a second year