Sony Entertainment Television onboards multiple advertisers Indian Idol 12

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

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.  

Latest Reads
Arnab Goswami to voluntarily, publicly disclose all his financial dealings

MUMBAI: Clearly, the face-off between the Maharashtra government led by Uddhav Thackeray, the Mumbai police led by its chief Param Bir Singh and Republic Media promoter and editor-in-chief Arnab Goswami is not going to end quickly or easily.

Television TV Channels News Broadcasting
Women viewership in sports show a steady growth, but are the brands ready?

New Delhi: It has been long believed that television mostly provides content aimed at its women viewers. The family dramas and reality shows have pivoted around this notion and advertisers have made the most of it to reach out to their rooted female audiences.

Television TV Channels Viewership
Animal Planet ropes in A-Capella group RaagaTrippin’ for a Republic Day special music video

MUMBAI: This Republic Day, Animal Planet is releasing a soulful natural symphony music video in association with RaagaTrippin’, the famous Indian A-capella group known for creating instrument-free music. This unique rendition of the famous patriotic song ‘Saare Jahaan Se Achha’ composed through...

Television TV Channels Factual
I worked with my team to ensure manipulation of TRP ratings: Partho Dasgupta

NEW DELHI: One of the prime accused in the alleged TRP manipulation scam, former BARC CEO Partho Dasgupta, in a written statement has admitted to getting money from Arnab Goswami in return for rigging the TRPs to make Republic Network lead the charts, Indian Express reported. He claimed that...

Television TV Channels Viewership
This Republic Day, HistoryTV18 brings viewers true stories of courage and sacrifice in Kargil War

India, January, 2021: 21 years after the Kargil War, the sacrifices of India’sbrave still remain etched in the nation’scollective memory. The war began with the infiltration of Pakistani troops into Indian territory in May 1999. After 60 daysof fierce fighting, the war ended with the Indian Army...

Television TV Channels Viewership
Republic Media Network alleges collusion between Times Network & Congress

The TRP scam that was unearthed by Mumbai Police on 8 October 2020 has brought the industry to a new low. Multiple broadcast networks have been attacking each other while the former leaders of the rating agencies have come under the scanner of investigation agencies.

Television TV Channels Viewership
ET Now launches programming line up for union budget 2021

In the run-up to Union Budget 2021, ET Now has announced an exclusive programming line-up with the theme, ‘Vaccine For Growth’. The budget programming is set against the agenda for India's ambitions to become a $5 trillion economy, as the country sees silver linings after the Covid2019 outbreak.

Television TV Channels News Broadcasting
What will James Murdoch and Uday Shankar invest in?

James Murdoch and Uday Shankar have announced a new joint initiative to invest in health care, online education and digital media initiatives in India. We all know that. For James, the partnership is expected to be a major priority and the centre of gravity for his $2 billion Lupa Systems,...

Television TV Channels People
Barc week 2: Star Plus, Colors & Sony Sab continue to remain top three channels on pay platform

MUMBAI: Star Plus, Colors, and Sony Sab have continued to remain in the list of top three channels on pay platform in week two (Saturday 9 January 2021 to Friday 15 January 2021) of Broadcast Audience Research Council of India (BARC) data. &TV, too, has retained its hold on the number 10 slot...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required