Sony Entertainment Television has announced its ‘Indian Idol 4’ marketing campaign. This season the show will address the aspirations of ‘Young India’. The tagline for the campaign is ‘Yeh Style, Yeh Music, Yeh World Hamara Hai’. Leo Burnett has conceptualised and executed the campaign.
The ‘Indian Idol 4’ property will replace ‘10 Ka Dum’ when it goes off air.
Speaking on campaign, Danish Khan, Assistant VP-Marketing, SET, 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. This is captured very well in the line ‘Yeh Style, Yeh Music, Yeh World Humara Hai.’”
All creative executions, media vehicles and partnerships are being utilized to create a youthful environment. The channel will use multiple touch-points that will promote consumer interface, ground events which will drive brand experience. Technology platforms will be leveraged to bring out the unique personality of participants as well as giving an outlet for viewers to express their opinion
Some of the highlights of the campaign include ‘Gully Jamming’ sessions which will drive brand experience across lanes and bylanes, nukkads, campuses, malls, coffee shops and other youth hangouts in 16 key cities and towns. City concerts will be performed live with the top 12 contestants. The channel also plans to create a microsite ‘www.indanidol.sify.com’ hosted by Sify.