Color’s much-talked about fourth season of India’s Got Talent (IGT) has undertaken a large- scale outdoor campaign. The nine-day initiative is live in 19 cities. Milestone Brandcom has executed the campaign across markets.
Commenting on the campaign initiative, Rajesh Iyer, Head Marketing, Colors said, “The overall objective for IGT 4 is to be identified as a true representation of a platform which showcases talent across the country. This season will be an apt stage where Indian talent can rally (in) pride and passion.”
The channel has used multiple medium to amplify this campaign. The outdoor campaign is a mix of billboards, unipoles, cantilevers, kiosk, bus shelters, bus panels, scrollers and lift branding.
As part of the below the line efforts, the channel will soon roll out a campaign called ‘Hunar Divas’, a march covering a three kilometre stretch with local talent in Mumbai culminating at a prominent city landmark, where the talent flag will be hoisted along with showcasing of talent. The channel is tentatively planning to organise a similar march in Indore, Lucknow and Ahmedabad.
As part of a school outreach programme, the channel has engaged around 5000 students in five schools in Delhi and NCR region for a talent hunt contest.
Branding at major Ganpati pandals is also undertaken to reach out to devotees during Mumbai’s biggest festival for longevity.