| Commenting on the campaign, SET vice president marketing
and communications Tushar Shah says, "The current campaign of
Indian Idol signifies and embodies the spirit of competition.
A competitive spirit that is so prevalent in sports worldwide. The
idea of this campaign is to showcase this spirit in the run up to
the finale of the Indian Idol competition."
To create a further buzz, the two finalists will be doing rounds
of Delhi, Kolkata and Ahmedabad in a typical election campaign trail
from 27 February to 1 March.
Sony partnered with various media and non-media vehicles like Nokia,
Planet M and Cafe Coffee Day, Aaj Tak and Radio Mirchi to build
in extreme interactivity and engagement for the show. The channel
also tied up with FMCG major Proctor & Gamble (P&G) for
a unique promotion campaign for Indian Idol. The aim was
to get people to buy a bottle of Rejoice shampoo, watch Indian
Idol and win passes to the Galas. This was done keeping in mind
the three-fold agenda of enhancing the association of Rejoice with
Indian Idol, induce purchase and at the same time drive viewership
for Indian Idol and have ground presence.
The consumer had to buy Rejoice; the bottle would have a sticker
that said SMS Rejoice to 2525 to win fabulous prizes. On sending
an SMS, the consumer would get a question on Indian Idol with
three answer options. All the correct entries were put in for a
lucky draw. A hundred lucky winners over four weeks got passes for
the Gala's to watch the live performance of the Indian Idol finalists
on the sets.
The activity was carried across Mumbai, Delhi and Kolkata in a
total of 70,000 outlets. The promotions for the same started from
28 January wherein highly visible posters and danglers along with
on-air contest promos were kicked off.
Viral marketing has always been a favourite with Sony… remember
Jassi's launch? This time round too, the channel churned
out unconventional ways to create an on-ground buzz for the show.
Street singers, branded auto-rickshaws equipped with microphones
and fanfare, Idol march, human billboards, over 200,000 post it's
were stuck on vehicles at high traffic areas in Mumbai and Delhi,
crank calls were made to key clients and media planners asking them
to watch Indian Idol in an unobtrusive, sporting manner!
Apart from that, the Indian Idol website - www.indianidolonset.com
- has been abuzz with activity providing people with streaming video
footage, photographs, the on-stage drama, backstage gossip, previews,
opinion polls, contestants' profiles etc.
It's a matter of a couple of weeks now before the first ever Indian
Idol is chosen and the excitement coupled with apprehension
among the final two has reached the nail biting stage. The question
on everyone's lips will be - 'Abhijeet ya Amit? Kaun Hoga Indian
Idol?'
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