&TV embarks on an unconventional campaign for The Voice India season 2

Transcending musical boundaries to bring alive ‘Awaaz Se Bada Na Koi’, &TV is all set to premiere the second edition of its highly acclaimed reality show – The Voice India. The platform will play host to exponents of music from across the country, who will be chosen only on the basis of their voice and not appearance, cast or religion. Mentoring these musical exponents in their journey towards excellence are none other than musicians extraordinaire - the effervescent Shaan, winner of The Voice India Season 1, powerhouse songstress Neeti Mohan, winner of The Voice India Kids and joining them will be the uber cool and stylish Benny Dayal and the most sought after singer-composer Salim Merchant as coaches. An unbiased show, The Voice India Season 2 airs starting December 10^th, every Saturday-Sunday at 9.00 pm only on &TV.

Staying true to the campaign of ‘Awaaz Se Bada Na Koi’ – ‘The VOICE triumphs and transcends all’, &TV crossed national boundaries by dedicating the spirit of ‘One VOICE’ to Canada, Australia, UK and Nigeria (all of them housing their own VOICE franchises). A video of salutation with National anthems of these glorious countries was rendered by The VOICE India contestants. The activity was supported by Twitter entities of these respective countries and Twitter India as well.

&TV’s tweet link of UK Anthem: https://twitter.com/AndTVOfficial/status/806819057429188608  

Quote tweet link of UK: https://twitter.com/TwitterUK/status/806866139833835520

In addition, the channel created Invisible promos emphasizing on the singing talent and not the appearance or any visuals. This first of its kind promo features no video but only the voice of a singer.

Link to download the Invisible promo: https://we.tl/wXT3lI3Gdv

A unique tribute to five legendary musicians - Asha Bhosle, R D Burman, Kishore Kumar, Mohd Rafi and Lata Mangeshkar, who have risen above the borders of religion and language with their voice that went on to inspire generations of singers, through a Wall Project was executed in Mumbai.

Taking this campaign, a step further, &TV designed interesting radio spots across radio stations emphasizing that music does not differentiate between the regional or cultural divide driving home the thought ‘Jaati insaan ki hoti hain, awaaz ki nahi’.

Link to download the Radio spots: https://we.tl/1MRC3XOcQD

Furthermore, just like cricket unites the country, the channel has rolled out contextual promos emphasizing the format of the show across the sports bulletin of News Channels. It’s interesting to watch Neeti, Shaan and Salim explain the format of the show in cricketing jargon.

Link to download the Cricketing promo: https://we.tl/61sMh6t34y

Speaking about the same, Rajesh Iyer, Business Head, &TV says, “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.”

From the house of Talpa Media and produced by Endemol Shine India, The Voice is a popular global format that has received a thunderous response from the audience and critics alike. It will be interesting to see the coaches fight it out for their favourites as they groom and nurture their teams. However, the final power lies in the hands of the audience to determine who will be The Voice of the nation.

Being the most unbiased singing reality show where the contestants are chosen only on the basis of their voice and not appearance, cast or religion, The Voice India Season 2 kick starts its second edition on December 10th at 9.00 pm, everySaturday-Sunday only on &TV.

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