Colors celebrates new age talent in 'India's Got Talent 6'

MUMBAI: With a number of adrenalin pumping performances, Colors is back with sixth season of its reality show – India’s Got Talent.

This season, India’s Got Talent will celebrate new age talent like never before and revel in highlighting the quirkiest hunarzaades that reside in the country.

Slated to go on air from 18 April, the show will be aired over the weekend at 9 pm.  Talent gurus Karan Johar, Kirron Kher and Malaika Arora Khan will return for the third consecutive season together. Produced by FremantleMedia, the show will be hosted by Nakuul Mehta and Bharti Singh. The channel believes that talent resides in every individual; it is the multiplier for energy, determination and hard work and Colors provides a platform for people to flaunt their hidden flair.

The channel has roped in a volley of sponsors including Maruti Suzuki as the presenting sponsor, OLX as the powered by sponsor, whereas Amul Macho, Layyer Wottagirl and Ultratech Cement have come on board as the associate sponsors.

With the Golden Buzzer up for grabs gifting the hunarzaade's a direct entry into the semi-finals, talent will go beyond the four walls of the studio and explore the outer landscape to showcase newer elements including an 'underwater' act, a rustic 'mela' setup amongst others to bring out the vivid and vibrant colors of life and create the perfect backdrop for oodles of drama touching unparalleled peaks of entertainment.

Colors programming head Manisha Sharma said, "Our focus, this season, is to highlight the hunarzaades - whose talent have the ability to enthral viewers but who have been largely unacknowledged in their growing years. The talent we have seen are those, which have had the courage to follow their heart and vie for success. Karan Johar, Kirron Kher and Malaika Arora Khan are the three jewels in the India’s Got Talent crown, which have sieved out the best of the best talent over the years, and we are pleased to see them raise the bar this year as well. Be it the Golden Buzzer or just leaving the judges spellbound, this edition of India’s Got Talent will feature new-age and techno talent that will leave viewers awe-struck.”

Judging gets tougher, as talent speaks volumes about itself through acts that go beyond convention as they raise the degree of difficulty to create mind-boggling moments.

Touted as the tough-to-please judge, Johar said, “Talent needs to inspire while creating a certain level of thrill in the mind of the viewer. And of course, any good talent needs to entertain. As a judge, I choose to utilize the India's Got Talent platform to give performers a creative opinion about the degree of complexity they add to their performances. This is my third year judging this show and I am looking forward to seeing how the participants this year surpass the benchmarks set by those who have rocked the stage in the past. They say talent speaks for itself and I am waiting eagerly to see what the talent has to say this year.”

Kher, who has been the part of the show since its inception six years back, added, “It feels wonderful for having been associated with India’s Got Talent for its entire tenure because there are so many new and exciting elements, which ensure that there is never a dull moment on the sets. It feels like home to me. India’s Got Talent is known to encourage new kinds of talent every time. For me, it is an opportunity to truly understand the real and aspirational India through this show. It is the first-hand connect with the viewers that I enjoy the most about this show. It is going to be yet another exciting season and I am really happy to be back.”

Khan opined, “India’s Got Talent is such a larger than life show that it is a challenge for us as judges because inevitably we are caught in moments where one participant is better than the other. We get to see exceptional performances every year. This season, too, I am looking forward to having some fun with many more such mind blowing acts. Bring it on, India.”

As new age talent takes the forefront, the look of the show will adopt a similar flavor. The techno and grunge feel of the sets will highlight the raw appeal of the hunarzaade adding to the overall viewing proposition. Adding a personal touch to the show, home videos of the contestants showcasing their journey of talent discovery will also be aired. Colors will also have a ‘Khulasa’ segment, which will reveal some personal quirks of the judges.

FremantleMedia MD Anupama Mandloi said, “India’s Got Talent has evolved over the years to become a show that defines talent in its true form. This year, our approach is to focus on talent and their ability to transcend thought boundaries to present the unexpected. With talent and an element of challenge being the spotlight, we are looking forward to defying traditions and welcoming a new wave of talent that will be India’s answer to the world.”

Marketing push

To enhance engagement and involve viewers at every stage of the show, an integrated marketing and digital campaign has been chalked out incorporating multiple mediums including television, mobile and cinema amongst others.

The digital campaign will have a fun-filled ‘Challenge Pappu Campaign’ wherein the character of Pappu will throw challenges at the viewers and in the process bring out some of the most outstanding talents to the fore on social media.

With extensive mobile penetration in smaller towns, the promos of the show will be pushed via MMS across key markets along with YouTube. The show will also be promoted during the Indian Premier League (IPL) through and Hotstar.

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