“Jab koi accha gaata hai, toh dil mein utar jaata hai” is the theme of the film promoting the singing reality show as it returns after a four-year long hiatus
BestMediaInfo Bureau | Mumbai | March 11, 2016
India’s oldest singing reality show, ‘Sa Re Ga Ma Pa’, returns to Zee TV after a four-year-long hiatus. 'Amul Sa Re Ga Ma Pa powered by Flipkart and driven by Hyundai’ goes on air from March 26. Zee TV will telecast the reality show at 9.30 PM every Saturday and Sunday.
A clutter-breaking brand film made for the new season of the show has created quite a buzz. In the promo film, a unique musical bond develops across the barbed wire fencing dividing two warring countries, bringing soldiers from both sides together. The film has forged a strong emotional connect with the audience.
Instead of taking the traditional route of promoting the key elements of a reality show, like its mentors or host or the new talent, the brand film speaks of the power of a voice in touching hearts and moving people, even in the most trying circumstances. It brings alive the proposition of the new season – “Jab koi accha gaata hai, toh dil mein utar jaata hai” (a song sung well touches the heart).
The marketing campaign for ‘Sa Re Ga Ma Pa’ has been designed to make the brand more conversational in its approach this season. The disbursement of the communication will take place through a 360-degree integrated marketing communication plan. Brand promos will be splashed across the home channel and Zee Network channels, along with additional impetus in regional, kids, news and music channels. Apart from promotion on television, impact ads in key print publications, a high frequency radio campaign in priority markets, a high visibility outdoor campaign and a digital campaign spanning multiple markets forms the crux of the marketing plan.
‘Sa Re Ga Ma Pa’ completes 21 years since its launch in 1995. In the latest season, a new quest begins for singing voices of the future and tenors in those voices that reflect contemporary India. Zee TV has selected an eclectic panel of mentors to identify, groom and hone the skills of the new crop of contestants.
The mentors include Bollywood duo, composers Sajid-Wajid and composer and music director, Pritam Chakraborty, who is a winner of many awards. Chakraborty is known to promote new talents in the music industry. On the panel of ‘Sa Re Ga Ma Pa’ mentors for the very first time, will be Indi-Pop king and Bollywood playback singer, Mika Singh.
Aditya Narayan, groomed in a family with a musical lineage, returns to the reality show as host. For the first time, a panel of 30 jury members from the music fraternity will closely assess the aspiring singers right from their auditions and assist the mentors in the selection process. The jury members will be drawn from various spheres of the industry and will include DJs, music producers, singers, arrangers and lyricists.