Television

&TV's innovative affair with The Voice India S2

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MUMBAI: Have you ever seen a promo of a new show on television which is actually a video but not a video. Confused? ZEEL’s year-old Hindi general entertainment channel &TV has come up with the unique campaign ‘Awaaz Se Bada Na Koi’ to promote the second season of 'The Voice.'

The format of ‘The Voice’ franchise is unique, and, unlike any other singing reality show. The focus is solely on the vocal talent of the contestant. Taking the thought of the 'voice trumps all' transcends all barriers, the channel designed the proposition of ‘Awaaz Se Bada Na Koi’. This was befitting to address the cultural diversity of India and beyond, surpassing all boundaries.

The channel created invisible promos emphasising on the singing talent and not the appearance or visuals. This first of its kind promo features no video but only the voice of a singer.

A unique tribute to five living or posthumous legends -- Asha Bhosle, R D Burman, Kishore Kumar, Mohd Rafi and Lata Mangeshkar, who have risen above the cult of religion and language with their voice that inspired generations of singers, through a Wall Project executed in Mumbai.

Taking the campaign a step further, &TV designed interesting radio spots across stations stressing that music does not differentiate between regional or cultural divide driving home the thought ‘Jaati insaan ki hoti hain, awaaz ki nahi’.

Furthermore, just as cricket unites the country, the channel has rolled out contextual promos emphasizing the format of the show across the sports bulletin of news channels.The idea was to capitalise on the current events by repackaging the product /communication and reaching the message in the space of the viewer. Hence, the channel designed contextual promos by smartly integrating cricket with music to connect with sports enthusiasts.

The campaign is an apt concept yet disruptive for a medium which is used to watching a visual. The channel is throwing a powerful voice and communication which the viewer will relate to. It is an evolved concept but in line with the product. In this case, the format USP which is blind audition and the proposition of Awaaz Se Bada Na Koi, it doesn’t matter who one is; only a good voice can resonate with the audience.

Without involving models, designers or locales, the channel has given enough thought to see how the idea can be extended to a television promo to excite the audience. It may be not be due to cost-efficiency as they have had the best coaches and talent on the channel. The idea was formalised so to strike the right chord with the audience, and get noticed. The message itself is so powerful, that the channel felt there was no need to use other means of communication.

&TV is geared up to premiere the second edition of The Voice India. Mentoring these musical exponents in their journey towards excellence are none other than musicians extraordinaire -- the effervescent Shaan, the winner of The Voice India Season 1,  Neeti Mohan, the winner of The Voice India Kids, and joining them will be the uber cool Benny Dayal, and the most sought-after singer-composer Salim Merchant as coaches.

Starting on 10 December, the show will be aired on Saturday and Sunday at 9pm.

The idea was to play the promos, using a healthy mix of channels to disrupt the mediums and excite the audience to S2 on &TV. The channel has used a mix of talent, celebs and moment-led promos that will give the viewer a taste of the content.

&TV business head Rajesh Iyer said, “The Voice India has struck a chord with the audience with its unbiased and transparent format where the participants are judged only on the basis of their vocal talent. The thought of the campaign – Awaaz Se Bada Na Koi -- was inspired by the format itself and we aligned all our ideas towards breaking barriers of media usage. From radio to outdoor, digital and TV, we have some key innovations that are in sync with the campaign thought and will resonate with our audience.”

From the house of Talpa Media and produced by Endemol Shine India, The Voice is a popular global format that has received a thunderous response from the audience and critics alike. It will be interesting to see the coaches fight it out for their favourite singers as they groom and nurture their teams. However, the final power lies in the hands of the audience to determine who will be The Voice of the nation.

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