Candid engages more than a lakh people for Colors' 'IPL Rockstar'

| Marketing | April 16, 2010 | News

Hindi general entertainment channel (GEC) Colors has appointed Candid Marketing to handle the on-ground promotions for its new talent hunt show 'IPL Rockstar'. The agency has been managing the on-ground promotional activities in Ahmedabad, Delhi, Mohali and Chandigarh, since March 12, and will go on till the end of April.

Pointing out the response received so far from the activities, which include activations at malls and resident welfare associations (RWA), Devika Sharma, Vice President, Candid Marketing, said, "We have received a very good response till date for the activities across all touchpoints. The turnout has been substantial, and the numbers of people attending have varied from a few hundred to thousands, depending on the venue and timings. Overall, through the entire campaign, we aim to touch over a lakh people across all touchpoints across the cities."

The show is a traditional talent hunt where all the participants contest to win the best singer award. The singers then get the chance to perform at IPL venues, before the commencement of the matches. Through an audience voting and following an elimination format, the singer who survives through the contest till the end would be adjudged 'IPL Rockstar'.

For the promotion of the show, a structure has been erected at malls, and promoters urge visitors to come and sing songs. A karaoke unit has been placed on the stage and contestants are asked to sing songs as per the karaoke tune. A spin-o-wheel unit is used to decide a genre or song type. Other IPL-related questions are also asked to bring in the environment of cricket. A smaller set-up and similar activities are being conducted at RWAs too.

The on-ground activities are being conducted in Mumbai, Ahmedabad, Delhi, Jaipur, Mohali and Chandigarh.

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