Indiantelevision.com Team

(4 September 2008 6:30 pm)

MUMBAI: Sony Entertainment Television (Set) is all set to launch on 19 September another season of its music-based reality show Indian Idol 4.

The channel has roped in nine sponsors for the fourth season of Indian Idol which will air on Fridays and Saturdays. The sponsors include Bajaj Allianz, Airtel, ITC, Tata Sky, Tide (P&G), Tata Motors Ace, Parle Agro, LG and Sony India.

Produced by Miditech, the show this time will particularly address the aspirations of young India.

Taking a 360 degree approach, the channel has designed an extensive marketing push to promote the philosophy of competition with fun and friendship. The message will be conveyed through a marketing campaign with a tagline of ‘Yeh Style, Yeh Music, Yeh World Humara Hai’ .

Set AVP marketing Danish Khan said, “The campaign is a targeted effort to reach out to today’s youth with themes which are integral to their life."

To promote the show, Sony has bought around 5000 ad spots on 16 TV channels and tied up with 45 radio stations for radio ads.

After the audition rounds are over, Sony will unveil ‘Gully Jaming’ session which will drive brand experience across the youth hangouts in 16 key cities and towns across India. Thirty India Idol contestants will perform and dance with locals to bring alive the experience. The event will kick off on 5 October.

Towards the end of the season, 12 contestants will perform live in various cities and interact with the viewers/audiences asking for votes.

To extend the Indian Idol experience to the new media, Set will unveil a microsite on 5 September. It will have features like blog, forums, feedback board, post your video, live chats, profile of contestant, community, games, user generated content along with regular features like video, unseen clips, promotional material, wall papers and interviews. The site is hosted by Sify on behalf of Set.

The campaign is conceptualized and executed by Leo Burnett while the ad-film is produced by Rising Sun Films.