UTV Stars in association with Carnival Media has created a property ‘The India – China Music Festival 2012’, which would pay tribute to 100 years of Bollywood cinema.
The property, which is an amalgamation of Chinese sound and Indian music, will see the coming together of China Broadcasting Chinese Orchestra and Indian singers Kavita Krishnamurthy, her husband L Subramaniam, and son Ambi.
Commenting on the initiative, Nikhil Gandhi, Executive Director, Youth Channels, Media Networks, Disney UTV Stars stated, “2012 has been declared as the ‘Friendship year’ by the Prime Ministers of both, India and China in order to improve bilateral ties between both countries. This initiative is a way to propagate this agenda.”
The channel has also launched an extensive marketing campaign to promote this initiative across different media platforms, such as print, OOH and on channels across the UTV Network. The channel has earmarked 50 per cent of marketing spends for print and the rest 50 per cent for OOH. The outdoor campaign has been rolled out across Mumbai from November 17 to November 23 and across Delhi from November 2 to November 27.
Apart from traditional media, the channel will be promoting this property in the digital and social space though its Facebook page and the YouTube channel.
‘The India China Music Festival’ will witness the confluence of Chinese sound and Indian music, wherein 100 Chinese musicians along with some Bollywood singers will perform together to the tunes of Bollywood’s chartbusters, culminating into a musical ‘jugalbandi’.
The festival will be hosted in Mumbai on November 23 and in Delhi on November 27.