Television

Sony Entertainment Television onboards multiple advertisers Indian Idol 12

Sony has adopted a 360-degree integrated marketing for the show.

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MUMBAI: Sony Entertainment Television (SET) is all set to unveil season 12 of its popular vocal talent hunt programme, Indian Idol. Produced by Fremantle Media, the show has successfully completed its first-ever digital auditions – Ghar Se Manch Tak Ka Safar – in the new normal, and will begin airing from 28 November, every Saturday and Sunday at 8 pm only on SET.

Just like Kaun Banega Crorepati, the makers of Indian Idol 12 have decided to take the digital route amidst the coronavirus pandemic. Auditions were conducted virtually, thereby making it easier for aspirants to participate from the safety of their homes. Taking on the mantle as judges will be singers and musicians Neha Kakkar, Himesh Reshammiya and Vishal Dadlani, while Aditya Narayan will host the show.

SET and digital business content head Ashish Golwalkar said, “Indian Idol’s successful run for over 15 years and 11 seasons is a testimony to the fact that music lovers and TV audiences love watching it and listening to the variety of voices every year. Our theme this year Ab Mausam Phir hoga Awesome -Indian Idol 2020 ke Saat truly embodies the need for a change in mood of the people and what is a better way than an amalgam of music and entertainment.”
This year, Indian Idol season 12 is co-presented by Maruti Suzuki and Colgate. The show is co-powered by Patanjali Kesh Kanti, Nestle Munch, Macho Hint and Firstcry.

The show is supported with robust marketing initiatives, a 360-degree integrated communication, all of which would be rolled out to drive the brand experience across locations. According to Golwalkar, Indian Idol is an impact property that attracts lots of eyeballs on its own. The main USP of the show is its unique talent. He shared that the marketing team is leaving no stones unturned to create enough opportunities in order to bring viewers. A lot of preference is given to digital mediums. The network is utilising SonyLiv as a platform to create buzz. Sony TV is also looking at conventional mediums like print and outdoors.  

Golwalkar revealed that the channel has already shot six episodes which includes three days of auditions and three days of mega auditions. The team is extensively looking at the safety guidelines. He added, “We are strictly adhering to government protocols, we are not only following norms but also ensuring that when kids are coming back from travel, they are tested for Covid2019. We all know that this pandemic is extremely unpredictable, hence we regularly sanitise and fumigate our set, shooting premise, location where contestants are staying.” He also added that the team is strictly maintaining social distancing norms, with there being a proper partition between the three judges. Instead of a live in-studio audience, viewers will get to participate through digital mediums.

Host Aditya Narayan shared that crew member and contestants have been given hand sanitisers, gloves, masks and face shields. In fact, it is mandatory for people present on the set to wear PPE Kits. According to him, it was the most difficult phase of the shooting.  

Fremantle MD Aradhana Bhola said, “2020 has had its set of challenges on various fronts. We are delighted to bring irresistible entertainment to the audience with season 12 of Indian Idol and hope that it will touch the right chord with them, yet again. It is our sincere hope that this season’s mix of talented singers with their inspiring human spirit will eventually lead to the people of India choosing their most loved idol. A feat that would make the entire Indian Idol team’s toil worthwhile.”

Indian Idol has always been a big-ticket property for Sony Entertainment and as per media reports, the opening week of season 11 clocked 6.63 million impressions. There were a slew of advertisers for the season including Colgate, Ceat, Firstcry, Dairy Milk, Bikaji, and Lotus Herbals.  

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