Shankar Mahadevan launches India's truly digital Talent hunt 'MObisur'
ITC’s leading personal care brand, Vivel Face Wash along with Hungama Digital Media Entertainment Pvt. Ltd. and world renowned Indian musician Shankar Mahadevan have launched India’s first truly digital talent hunt - Vivel Face Wash presents “MOBisur”. This unique and innovative mobile & internet based talent hunt promises to give every Indian an opportunity to storm the world with their singing talent. The property was launched by the renowned singer & composer Shankar Mahadevan, Nilanjan Mukherjee, Head of Marketing, Personal Care Products Business, ITC Ltd; Bhushan Kumar, MD , T Series and Neeraj Roy, MD & CEO Hungama Digital Media Entertainment at a press conference held in Mumbai today. T-series, India’s largest music label is the official music partner for the property, which elevates the talent hunt to an even higher platform.
In harmony with its brand philosophy “Choo Lo Aasmaan”, Vivel Face Wash has partnered with Hungama to provide a platform to aspiring singers and give them an opportunity to hone their skills under the guidance of Shankar Mahadevan. India’s first truly digital talent hunt enables participation from anywhere in the country; all that a participant requires is a mobile phone or an Internet connection. This unique property empowers the participants to break the queue and forego travelling to the nearest city for an audition. The winners of the contest will get an opportunity to record an album with Shankar Mahadevan which will be released by T Series and Hungama. The winners will also receive 5 lakh rupees cash prize.
Shankar Mahadevan, renowned composer & singer and a much admired role model for music aspirants, said, “When I conceptualised this property with Hungama, the thought was to give every Indian an opportunity to participate in a unique contest to try and reach the pinnacle of musical genius. Music is a powerful medium that can come from the most unexpected places. This first of its kind initiative by ITC’s Vivel Face Wash, Hungama and me opens new doors to a diverse mix of talent across India. By using digital media to leverage the talent in the country, MOBisur has set a new benchmark for talent hunts’.
Nilanjan Mukherjee, Head of Marketing, Personal Care Products Business, ITC, said, “Vivel Face Wash is delighted to present Mobisur, an exciting and innovative platform to discover hidden musical talent. The brand Vivel caters to the intrinsic beauty needs of the modern Indian woman thereby giving her the confidence to fulfil her aspirations. Vivel Face Wash MOBisur, in line with this brand philosophy provides a unique opportunity to aspirants to live their musical dreams.”
Bhushan Kumar, MD, T-Series, said, “It gives us immense pleasure to be able to bring new talent in to the industry. As a music label, we are always looking for fresh talent and with a truly digital talent hunt; we have access to talent across the country. We are looking forward to releasing an album composed by Shankar Mahadevan for the winner of the hunt”.
Speaking on the occasion of the launch, Neeraj Roy, MD and CEO, Hungama Digital Media Entertainment Pvt. Ltd. said, “The reach of Internet and Mobile technology has grown tremendously in the past few years. The aim of “MOBisur” is to create a talent-scouting engine in spaces that haven’t been explored in the past, via an entry ticket that is their everyday communication device. Shankar Mahadevan and ITC have come together with us to bring forth this innovative platform to hunt for talent from the remotest areas of our country where it is not feasible for the aspirants to come forth and participate in the auditions.”
5000 talented female participants selected from entrees submitted on the Vivel Facebook page www.facebook.com/itcvivel - will make it to the second round. Participants have to dial 546465, record their voice on a unique IVR and begin their musical journey. Alternatively they can also log onto the website, www.mobi-sur.com and upload their video.
The contestants who clear the first stage of the auditions will be given specific tasks by Shankar Mahadevan. Based on their performance in the tasks and the votes secured for each task, they will be chosen for the next round. There are three tasks in all and after clearing all three tasks the contestants make it to the final round, which is the On-Stage Performance. 10 Finalists chosen on the basis of Shankar’s scores as well as votes will be flown down to Mumbai to perform in front of Shankar Mahadevan and two other prominent personalities, where the final two winners will be announced.