Idea rocks India with its new 3D concert

Amongst the leading cellular brands, Idea this year explored its IPL association in a unique way and on a huge scale. Partnering along with JV Media, they came up with 3D stereoscopic concert. Idea wanted to create something which engages the crowd in their 15 city tour of Idea Rocks India (IRI) with reputed music director’s trio, Shankar-Ehsaan-Loy and singer Mika.

Idea is one of the first clients with whom JV Media has been associated. So, like always with this project, Idea wanted to create something which engaged the audience in their IRI tour.  Says Anand Agarwal, Brand Activation Head, JV Media, “We decided to give Idea 3D visual content for IRI which has been created in anaglyphic mode and supports the song which is in the artist’s playlist. So for example, if Mika sang “Ganpat Daaru La” two wine bottles appears on screen, collides with each other and the glass pieces are scattered on the screen. Every attendee of the concert was given 3D glasses branded with IDEA Rocks India.” He was speaking to Adgully.

A word about the technology here will be in order. Primarily Stereoscopy technology is divided into two, Anaglyph and Polarised. While in Anaglyph technology the glasses are made of two colours: Red and Cyan; in Polarised technology the glasses are plain black. Both allow a viewer to see the content in 3D; the only difference is that Polarised glasses are much more comfortable to the eye as compared to Anaglyph.”

JV Media believes in creating experiences for people and for this concept they were willing to create something engaging, they wanted to design something which keeps the spirit of a concert alive i.e. the whole arena is engaged simultaneously and it has to be something which has never been experienced before in the country so that everybody is amazed.

Says Agarwal, on how the concept came about, “one of our think tanks, Altamash Sayed   felt that since people see 3D movies, why we don’t just show them a 3D concert that combines live performance and virtual visual treat both. So we created some small clips to present to the brand and they loved it. This is how we created India’s first 3D concert and the rest is history.”

The challenge faced by JV Media was only limited to content creation because they had to create something which backs up the song in such a way that people forget what they have already seen of the song in movies and television. At the same time the content needs to create the “Ooh Factor” in 3D. “We also had to create the content in such a way that it does not create any limitations for the artist if he has to go impromptu and interact with the audience. Apart from all this, the brand’s logo needed special highlighting. The initial creation phase saw a lot of sleepless nights,” adds Agarwal.

As for responses, the concert has received a huge number of attendees ranging from kids to teens to adults. Idea expected the number of attendees to be around 15-17 thousand, however this kind of concept has increased the number to 35 thousand attendees. The maestros Shankar-Ehsaan-Loy and Mika also loved the concept and wants JV Media to do the same for their other concerts as well. On asked if the concert has matched their expectations, Agarwal said, “It has been a very well received activity and has exceeded our expectations.”

Till date for Idea, JV Media has created 3D mapped standees and Virtual Hosts’ for Filmfare and Radio Mirchi Music Awards.  It has re-created ‘Virtual Hosts’ again for IPL. The 3D concert was an extension to it and kept the pattern alive; along with keeping the Idea in the category of brands that promotes innovation. “It goes without saying that we wanted to create a platform which leaves a lasting brand impression in consumer’s mind,” says Agarwal.

As for the acceptance of the new concepts in India, Agarwal says, “we now understand that stereoscopy can be easily incorporated in any kind of visual content. So this realisation will take 3D mapping to a different level altogether and all the other activities which have visual content as the major backbone will see transformation in terms of creation and execution. India is urging for a breakthrough in terms of marketing and branding and this kind of concept delivers what the country is seeking.”