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A mix of conventional and innovative media for Indian Idol 3

07-May-2007
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A mix of conventional and innovative media for Indian Idol 3

Sony Television has taken a 360-degree marketing approach for Indian Idol 3 that went on air on May 4. Explaining the marketing challenge and its strategy involved, Aseem Kapoor, Senior Vice President-Marketing & Communications, Sony Entertainment Television, said, “The marketing challenge for us was to communicate and establish a value proposition or a reason for the viewer to watch the third season of Indian Idol — ‘Chalo dhoonde woh ek awaaz, jis par ho desh ko naaz’.”

He explained that the strategy was to use a mix of conventional and innovative media vehicles to generate excitement and create hype for the show — a 360-degree marketing approach. He elaborated, “We have planned a number of below-the-line marketing activities like the projection of Indian Idol logo on buildings across Mumbai, Indian Idol-branded buses and trains, and screening of the first episode of the third season in leading malls of Mumbai and Delhi.”

The marketing campaign was divided into four phases. The show has also roped in media partners. Kapoor informed, “For radio, we have Radio Mirchi, while our print partner is Loksatta, TV partner is Aaj Tak, and Bright Outdoor Advertising is our outdoor partner.”

The other differentiating factor for this season would be addressing the international audiences, as this season is taken on the international platform. On this, Kapoor commented, “Indian Idol has had auditions in Dubai and London, and we thought it is a good opportunity for the NRI audiences to participate. Both the auditions had a huge turnout.”

On the expectations from this season of the show, Kapoor is of the view that Indian Idol is one of their most endearing brands and therefore the expectations are high. He said, “We believe that Indian Idol offers all the element of emotions, drama, frenzy and excitement, and above all, entertainment, which will make the viewers enjoy and keep coming back for more. Indian Idol is the show which has taken viewer participation to the next level, in terms of emotions, involvement and ability to choose their Indian Idol.”

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