Sony plans marketing blitzkrieg for Indian Idol 4


Mumbai: Sony Entertainment Television is all set to unleash a marketing campaign for Indian Idol 4 that will highlight the fact that the show goes beyond mere singing and transforms an individual in to a wholly groomed personality.

Sony Entertainment Television assistant vice president marketing Danish Khan said, "The campaign is a targeted effort to reach out to today’s youth with themes which are integral to their life – friendship, desire to stand out, spontaneity, personal grooming, high level of self belief, pride in preparation, high dependence on technology, giving something back to society and most importantly ‘a need to belong’ – captured very well in the line ‘Yeh Style, Yeh Music, Yeh World Humara Hai’."

All creative executions, media vehicles and partnerships will be utilized to create this youthful environment, multiple touch-points will promote consumer interface, ground events will drive brand experience and technology platforms will be leveraged to bring out the unique personality of participants as well as give an outlet for viewers to express their opinion.

The campaign is conceptualized and executed by Leo Burnett. The ad-film is produced by ‘Rising Sun Films’ and directed by Aniket. Still photography is by Suresh Natrajan and Satish Kambli

Highlights of the Campaign:

Indian Idol TVC—the campaign for Indian Idol is different from other reality talent shows to the extent that it attempts to occupy a space rather than a ‘single world attribute’ (unlike traditional advertising). Indian Idol as the TVC captures is the ‘soul & sound of vibrant young India’ brought alive through unique sight and sound of everyday Indian life.

Gully Jamming sessions: will drive brand experience across gully, nukkad, campuses, malls, coffee shops and other youth hangouts in 16 key cities and towns across India. India Idol contestants will jam with locals to bring alive the energy of Indian Idol.

City Concerts: The top 12 contestants will perform live in various cities and interact with the viewers/audiences who will eventually vote for their favorites. The viewers will get to see the singing caliber of their favorite singers. The presence of celebrity judges will add to the glamour and energy of the event.

Indian Idol Website: will be first of its kind micro site hosted by Sify on behalf of SET. It will be a complete website and drive "Indian Idol" brand experience online. It will have features like blog, forums, feedback board, post your video, live chats, profile of contestant, community, games, user generated content along with regular features like video, unseen clips, promotional material, wall papers, interviews etc.