Colors creates the buzz for ‘India’s Got Talent’ on air, on ground, online

‘India’s Got Talent – Season 3’ is set to go on air from July 29, 2011 on Colors and the channel has embarked on a 360 degree marketing strategy for the talent hunt show with an equal mix of print, electronic, radio and outdoor media.

e4m by Shubhangi Mehta
Updated: Jul 28, 2011 8:59 AM
Colors creates the buzz for ‘India’s Got Talent’ on air, on ground, online

‘India’s Got Talent’ returns for the third season on Colors. The talent hunt show goes on air from July 29, 2011. This time round JG Hosiery, Dawaat Basmati Rice, Max New York Life Insurance, India Can, PC Jewellers and Go Cheese have come on board as associate sponsors for the show.

Film publicity designer Rahul Nanda has created the outdoor campaign for ‘India’s Got Talent Season 3’. Orchard, their creative agency, has developed all the other elements of communication, including radio, branding across malls, autorickshaws, multiplexes, and so on. Maxus is handling the media mandate.

Though the marketing spends were not disclosed, Colors has embarked on a 360 degree approach with an equal mix of print, electronic, radio and outdoor media. The channel plans to reach out to more than 25 cities across India through a high intensity radio campaign. They have also bought spots in the ongoing India-England Test series and have also tied up with the movie ‘Singham’ to promote the show across PVR theatres in the country.

Another platform being explored extensively is digital outreach. For on ground initiatives, Colors has planned a live face-off between the talents of two major metros – Mumbai and Delhi – which will take place across malls.

Commenting on the show, Ashvini Yardi, Programming Head, Colors, said, “‘India’s Got Talent’ has a legacy of finding individuals and groups with unique and enchanting talents. In the past, the show has given India two gems in the form of Prince Group in the first season, which has since then gone on to make our nation proud on many international level events. The second gem was Shillong Chamber Choir, which charmed its way into people’s hearts with their soulful musical rendering. This year, the search is on yet again to find a talent that surpasses both these groups. And to help us in our endeavour, we have none other than the very talented, evergreen actor with Greek God looks and a heart of gold, Dharmendra, joining our other jury members, Sonali Bendre and Kirron Kher.”

Rajesh Iyer, Associate Vice President – Marketing, Colors, added here that the USP this season was definitely going to be veteran actor Dharmendra, who makes his television debut as a judge. “In terms of marketing as well, we have left no stone unturned in getting our messaging across. We have got an overwhelming response from the advertising fraternity. This season of ‘India’s Got Talent’ has roped in six associate sponsors across categories,” he further said.

Anupama Mondloi, Head of Content, Freemantlemedia, said, “‘India’s Got Talent - Season 3’ has traveled to over 25 cities this season in search of a wide variety of talent. It promises to be a true representation of modern as well as traditional India, with a vast array of talent that spans all age groups. The panel of judges, including Dharamji, who is new this season, brings their unique brand of charisma to the show. We have two new hosts as well this season, who will take the viewers on a crazy, fun ride. Fremantlemedia is proud to reveal all the fresh facets of this show that will come together to create magic on Colors.”

The hosts for this season are model-actor Gautam Rode and actor-singer-dancer Meiyang Chang.

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