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Levis and RSJ have a second go at the Great Indian Rock trick

FMCG major Levis and music publication Rock Street Journal (RSJ) have announced major marketing initiatives for the sixth edition of the Great Indian Rock (GIR) music project.

The event scheduled to rock New Delhi on 9-10 March will see eight selected bands playing before a 30,000 strong audience. The cream of the talent will also get an opportunity to perform in the US.

The two companies, who have jointly floated the idea of the GIR are not sparing any efforts in its promotion. Videos for each of the eight bands will be cut, to be aired on major television channels in India early next year. A compilation CD of selected songs from the chosen bands will be given away free with the February issue of RSJ, according to an official release.

The GIR is also bundling in a social message with the project. A documentary called The Levi's Great Indian Rock on HIV awareness will be shot on location and shown in schools and colleges around the country. AIDS awareness literature will also be distributed during this tour.

The whole exercise, say the two companies, is to search for original Indian talent in rock music and to provide a platform for original music. The talent search commenced with bands and artistes being invited to send in fresh song material to RSJ four months ago. The publication then spent the time holding events in colleges and youth hangouts in towns and major metros, identifying and digging for talent in various corners of the country.

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