Creating an impactful buzz around the upcoming property is a clutter-breaking brand film made especially for the season. The film that captures a unique musical bond that develops across the barbed wire fencing of two warring countries and brings the soldiers from both sides together, has caught viewers’ eyeballs and forged a strong emotional connect with the audiences. Instead of taking the traditional route of promoting the key elements of a reality show such as its mentors or host or the new talent, the brand film speaks volumes about the power of a voice in touching hearts and moving people even in the most trying circumstances. The film brings alive the proposition of the new season – jab koi accha gaata hai, toh dil mein utar jaata hai.
The marketing campaign for Sa Re Ga Ma Pa has been designed to make the brand more conversational in its approach this season. The disbursement of the communication will take place through a 360 degree integrated marketing communication plan. Brand promos will be splashed across the home channel and Zee network channels along with additional impetus in regional, kids, news and music channels. Apart from TV buys impact ads in key print publications, a high frequency radio campaign in priority markets, a high visibility outdoor campaign and a digital campaign spanning multiple markets forms the crux of the marketing plan.
Even as the much revered music platform completes 21 years since its launch in 1995, its latest season promises to be young and fresh like never before. The quest, this time around, is for voices of tomorrow – the most unique voices that are truly representative of contemporary India.Zee TV has selected an electric panel of mentors to identify, groom and hone the skills of the current crop of contestants this season – these mentors are music maestros who’ve given India some unforgettable melodies and are idolized by millions of music enthusiasts the world over. The mentors include the Dabangg duo of Bollywood music Sajid-Wajid and the affable, endearing and multiple award-winning Pritam Chakraborty who’s known to constantly offer opportunities to young newcomers. Joining them for the very first time on Sa Re Ga Ma Pa is the king of Indi-Pop and Bollywood playback, the performer par excellence – Mika Singh. The young and charming Aditya Narayan, groomed in a family with great musical lineage, returns to host the upcoming season. For the first time ever, a panel of 30 jury members who are experts from the music fraternity, will closely assess the aspiring singers right from the audition stage and help the mentors in the selection process. They represent different components of today’s music scene from DJs and music producers to singers, arrangers and lyricists. So every single aspirant will be evaluated from 30 different musical perspectives. Clearly, the challenge only gets tougher!