&TV's new campaign says voice transcends all

The channel has rolled out a new disruptive campaign for the launch of the second season of the singing show, The Voice India

BestMediaInfo Bureau | Mumbai | December 12, 2016

Click on the image to watch the TVC.

Being an audio-visual medium, it would be slightly discomforting if your TV screen remained blank and only the audio functioned. But that is exactly the route &TV is taking to promote the upcoming second season of its singing reality show – The Voice India. Based on the famous global format that puts emphasis on the voice of the signer above anything else, the channel has rolled out its new campaign, 'Awaz se bada na koi'.

Rajesh Iyer

“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,” said Rajesh Iyer, Business Head, &TV.

Invisible promos

Staying true to the concept that voice transcends all, the 'invisible promos', unlike a traditional television ad, doesn't feature any video. In fact, it comes with a warning 'Aapka TV kharab nahi hua hai' (nothing is wrong with your TV) when the ad film starts with scratchy static the likes of which one always saw on televisions in olden days. The message comes in the too familiar voice of singer Shaan, driving home the point that sometimes voices is all it takes.

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Radio spots

There cannot be a better medium to highlight the power of a voice than radio and especially when it comes to songs. The campaign has made delightful use of the medium by using songs sung by Mohammed Rafi, A R Rahman, Amitabh Bachchan to give the message that voices go beyond the boundaries of religion and race.

Digital

The digital leg of the campaign included crossing national borders and reaching out to the global audience. The Voice India contestants dedicated a video salutation to the people of Canada, Australia, UK and Nigeria through their own rendition of the national anthems of these respective countries. Twitter was the medium used for this reach-out.

Taking a cue from cricket as the sport that brings together the country, the channel also rolled out contextual promos emphasising the format of the show in cricketing jargon across sports bulletins of news channels.

Outdoor activities included a 'Wall Project' that was executed in Mumbai. The 'Wall Project' is a tribute to five legendary musicians -- Asha Bhosle, R D Burman, Kishore Kumar, Mohammed Rafi and Lata Mangeshkar, who have risen above the boundaries of religion and language with their voice that went on to inspire generations of singers.

Twitter link to UK Anthem:

A box full of greetings & good wishes for everyone in UK from @TheVoice_India. #GiftAnAnthem @TwitterUK @TwitterIndia pic.twitter.com/c13Gvo8kaG

— &TV (@AndTVOfficial) December 8, 2016

Cricketing Promo:

The OOH:

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