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Seventy Seven organises concerts to promote Sony’s Indian Idol 6
Thu 05 April 2012
For Indian Idol's sixth edition, Seventy Seven conducted a two-city activation to launch the hunt for the next singing sensation. Amritsar and Jaipur saw various on-ground activities over a period of 10 days, including the Indian Idol Gully Concert, which is being repeated in other cities as well. The concerts took place in Amritsar on March 10 and in Jaipur on March 17, and will take place in Rajkot on April 14.
 

A buzz was created in these cities to encourage participation in the form of roadshows wherein promoters spread the word about the upcoming auditions. This was later followed by gully concerts in prime areas in the city. The concerts also featured performances by previous Indian Idol finalists Swaroop Khan, Bhoomi Trivedi and Rakesh Maini.


Being emcee driven, the activities saw a high level of participation as it allowed people to explore and showcase their talent. Participants who displayed the best talent were given ‘Jump The Queue' (JTQ) cards that allowed them to avoid the long queues at the auditions which were held on the days following the concert.


The events saw the total footfalls exceeding thousands in number, while the activities helped create awareness while ensuring optimum outreach regarding the reality show. Commenting on the same, Manoj Gopalani, Director, Seventy Seven said: "The idea was to create a build up to Indian Idol amongst the audience by creating a unique and accessible opportunity for people to enter the spotlight and win a chance to feature on the esteemed reality show."


Danish Khan, Senior Vice President and Head of Marketing, Sony Entertainment Television said: "Indian Idol's Gully Concerts in Amritsar and Jaipur were a runaway success. We had a large crowd experiencing the Indian Idol passion and these events also funnelled a lot of participants to the auditions the next day. Team 7ty7 did an outstanding job in conceiving, promoting and executing the event."



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