SET goes all-out to promote Indian Idol Season 6

The musical reality series would be back on air on Sony Entertainment Television from June 1 at 8.30 PM. Leo Burnett has designed the campaign

Ananya Saha | Delhi | May 14, 2012

The sixth edition of Indian Idol will go on-air from June 1, 2012, on Sony Entertainment Television. Given the lineage of the musical reality show, the channel is leaving no stone unturned to create the right buzz. The 10,000-odd television spots and 7,000 spots on radio and the two promos on-air currently focus on the brief that 'today it's not just one man dreaming but hundreds behind him supporting that dream'. Leo Burnett, the creative agency that has created the ads, would also unleash more promos in the days to come.

Even as the media spends on Indian Idol 6 remain almost same as that last year at Rs. 8 crore, the growth of 15 per cent in ad spends is being ascribed to media inflation as the channel is eying at Rs. 90 crore revenue this season. Sony has planned an aggressive print media campaign on the day of the show's launch, apart from 700 outdoor units. Media Circle is the outdoor agency for Indian Idol.

Danish Khan, Senior VP and Head of Marketing at Sony Entertainment Television, said, “The communication strategy aims at bringing to fore face of musical reality show; expand the audience base and being inclusive to the total spectrum of audience. The promos have been built on the aspect of translating and viewing the journey of 'nobody to somebody'.”

The communication would pan out in phases, informed Khan. “While the first phase would build up on the philosophy of the communication brief, the second phase would be countdown promos,” he said. However, both categories would continue till the beginning of the show.

Tightlipped about the inventory and ad rates, Khan insisted that the content to ad ratio would depend solely on the episode itself.

The TVCs:

The sixth season of Indian Idol also brings for the first time ever – an opportunity to audition online via www.MyIndianIdol.com. The website would bring viewers the excitement of catching up with all the episodes of Season 6 as well as previous seasons of Indian Idol. SET is also considering launching a mobile application for Indian Idol.

Ananya@BestMediaInfo.com

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