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India’s Got Talent set to roll with 11 sponsors

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MUMBAI: Colors has completed its sponsorship roster, signing up 11 advertisers for its talent hunt show India’s Got Talent which begins 22 September.

The broadcaster has roped in Maruti Suzuki as presenting sponsor and Hindustan Unilever as the powered-by sponsor.

It has got nine associate sponsors on-board including Amul Macho, Chutki (mouth freshener), Bisleri, Apollo Tyres, Toshiba LED TVs, Tata Motors (Commercial Vehicles), Kinder Joy, HomeShop18 and Lux toilet soap.

Sources in Colors said the official sponsors will consume 70 to 80 per cent inventory and the balance will be to spot buyers at a premium.

IGT will replace ‘Zindagi Ki Haqiqat se Amna Samna’ which will move to 11 pm slot. It will be up against Dance Ke Superkids and Fear Files (both Zee TV) and C.I.D on Sony Entertainment Television (Set).

Produced by Freemantle, India’s Got Talent will air every Saturday and Sunday at 10 pm. The show provides a platform to talented individuals to perform song, music, dance, mimicry, gags, mime, puppetry, ventriloquism, and magic.

Judged by Kirron Kher, Karan Johar, Malaika Arora Khan and Farah Khan, the show is hosted by Manish Paul and Cyrus Sahukar. The winner of the show will get Rs 2500,000 as the prize money.

Marketing blitz

Colors is spending close to Rs 70-80 million on marketing the show. Being a big-ticket property, it is being promoted across all platforms.

As far as below-the-line marketing goes, Colors had organised ‘Hunar-Divas’ in Lucknow, Ahmedabad and Indore. To drive this activity, the broadcaster has partnered Big FM.

“This is a parade of talent taking place in these cities where 100-150 people will get a chance to showcase their talent. We are aiming to reach out to 3000-5000 people in each of these cities,” Colors marketing head Rajesh Iyer said.

Since the launch of the show coincides with Ganesh Festival, the channel is promoting the show by putting up banners at major Ganpati Pandals in Mumbai. The show is also being promoted in select schools in New Delhi.

Promos of the show will run on channels outside the network (Network18 and TV18) with more than 6000 spots on 44 channels in addition to more than 1500 spots on its own network channels.

Besides television, the broadcaster will roll out ads in leading newspapers across Hindi speaking markets (HSM). IGT hoardings will be put in as many as 700 OOH sites across 22 cities.

The promos of the show will also be aired during the screening of Kareena Kapoor-starrer Heroine during 3500 shows across 475 screens.

Colors is creating a roadblock on YouTube on the launch day. It will do a roadblock on direct-to-home platforms Dish TV and Tata Sky for three days from 20-22 September.

On Dish TV the promos of the show will appear between 8:45–9 pm while on Tata Sky they will air from 9:45-10 pm.

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