COLORS plans new initiatives for the launch of "India's Got Talent"

Bringing together talent that goes beyond the ordinary, COLORS launches an all-new edition of India’s most loved talent reality show Maruti Suzuki presents India’s Got Talent powered by L’Oreal Paris Total Repair 5. For talent that speaks volumes about its incredibility, COLORS has launched a 360-degree integrated marketing and digital campaign which will enhance viewer engagement through never-seen-before initiatives on Radio and Twitter that promise to create a strong recall for the show amongst audiences.

Recognizing the growth of digital and social media platforms, and to further the message of creating history by engaging the digital community, COLORS will organize a first of its kind Twitter Concert. As a part of the initiative, COLORS will invite its followers to compose lines for a unique India’s Got Talent Song, using the hashtag #IGTTwitterConcert. The channel will record the song, using lines sent by followers, which will be released before the show’s telecast on January 11, 2014. This initiative will highly promoted across Radio, on air and other social media Platforms.

Commenting on the distinctive digital campaign, Vivek Srivastava, Digital Head – COLORS, said, Social media platforms such as twitter go a long way in increasing the engagement and buzz around the shows. It is the best medium to start and channelize conversations with our viewers. With the Twitter Concert, we are empowering our fans to be a part of a first-of-its-kind initiative on social media History.”

COLORS has devised an all-round marketing campaign for the launch of the latest season of India’s Got Talent which further complements the show’s positioning. Two innovative radio initiatives have been designed to create radio airwave history. An Indian radio first, an Acapella act which will be presented by this season’s participants ‘Ki Umjer’ which will be aired across radio stations and cities to showcase the international caliber of talent that will feature on the show. COLORS in association with Red FM involves another first in radio history as 30 RJs from across the country get together in Mumbai to share their inimitable hosting styles as well as showcase the talented individuals that reside in their respective cities.

On the Outdoor, an innovation campaign has been devised in specific areas in cities where talented celebrities started their journey towards creating history. E.g. Sachin Tendulkar (Shivaji Park), Amitabh Bachchan (Allahabad), Govinda (Virar) 

Over the years India’s Got Talent has given ordinary people with extraordinary talent, a platform to create history. To bring this idea alive an on-ground activity has been planned in Mumbai that will put the common man in the spotlight (literally) with the message, ‘A common man like you will mark a history on India’s got talent’. This will be done at Churchgate station close to the show’s launch.

These never-seen-before activities, along with an overall outreach programme involving over 3500 + spots on television, 50 plus editions of key print, over 8000 Radio spots, OOH covering 100 towns and DTH imprints ensures that the show’s target audience is engaged through at least one touch-point in the launch week.

Speaking about the marketing initiatives, Rajesh Iyer, Marketing Head – COLORS, said, “India’s Got Talent is a show that speaks volumes about variety of talent that resides within the country. We have designed a comprehensive marketing plan for the show that will engage audiences at multiple touch-points throughout the country through never-seen-before concepts that will create a strong recall value. The show’s theme, this year, is to showcase path-breaking performances and acts that have the potential to create history, and our marketing mantra furthers this message through the utilization of different mediums.”

Produced by FremantleMedia India, the talent will be bolder, and more spectacular than ever before, It will defy the dimensions of a stage through acrobatic, aquatic, circus acts apart from talent that brings alive the diversity of India. From pole dancing gigs to basketball stunts, para-gliders to synchronized swimmers, fire jumpers to diffusive neon paintings, India’s Got Talent showcases a wide variety of talent pool from the age of 3 to 80 on one common stage. The show will also give those with innovations an opportunity to exhibit their creations. The newest entry to the India’s Got Talent format is the Golden Buzzer that provides phenomenal talent with a direct entry to the semi-finals by the esteemed judges. This season of India’s Got Talent will be hosted by the comic duo – the affable Bharti Singh and the quick-witted Mantra who will be seen together in different avatars every week and leave audiences in splits.

Speaking at the launch of the show, Manisha Sharma, Weekend Programming Head – COLORS, said, “Over the seasons, India’s Got Talent has grown to explore territories in search of the finest talent that speaks of sheer hard work and caliber. This season, we take our search one step forward as we open doors to people who have taken their talent a level higher in terms of creativity and innovation by experimenting with performances on water and circus. To identify and welcome extra-ordinary talent, we have introduced the Golden Buzzer which motivates talent to push their boundaries with a direct entry to the Semi-Finals as their reward.”

“With India’s Got Talent, we look forward to adding drama to the weekend entertainment with some daring, innovative, spectacular and nail-biting performances that will appeal to both young and old.” she adds.

The latest season of India’s Got Talent will see Maruti Suzuki return as the presenting sponsor along with L’Oreal Paris Total Repair 5 as the powered by sponsor. Associate sponsors include Tata Ace and Amul Macho.