After presenting India with some of the most talented and loved voices, the popular singing talent show that has captured the imagination of the nation – Indian Idol – is back – with a twist. For the first time, Indian Idol will have children aged between 5 – 15 years participating in the singing talent competition to become India’s first ever Indian Idol Junior. The show that has carved a niche for itself as the biggest singing talent show in India, will open its doors to young singers as Indian Idol Junior begins on its mission to find the best junior singing talent in the country.
Speaking about the brand new season and adding a fresh perspective to it, Leo Burnett Mumbai, the agency for Sony Entertainment Television, has conceptualised the campaign ‘Gaano ka wahi jaadu, ab bachchon ki awaaz mein’. The thought is delivered in its true characteristic style. The campaign consists of four commercials which showcase iconic songs like ‘Tujhe dekha toh yeh jaana sanam’, ‘Ai meri zohara jabeen’, ‘Yaadon ki baarat’ and ‘Radha on the dance floor’, recreated exactly like the original but performed by children.
The idea brings out what the viewers will expect from Indian Idol Junior this season – a complete fun and entertainment show portraying the talents of children who have voices as good as the ones in songs that all of us have enjoyed listening for so many years.
Anupriya Shetty, Brand Partner, Leo Burnett, said, “While Indian Idol has always been about showcasing great singing talent, our challenge this year with Indian Idol Junior was how to get people of all generations sample the show. Therefore, the idea we conceptualised tackled the challenge beautifully with our selection of songs which appeal to all generations.”
Ashwiny Iyer Tiwari, Executive Creative Director, Leo Burnett, added, “We wanted to do something unpredictable, and since it was Indian Idol Junior this year, we were sure that it had to be enjoyable and should not take the focus from the main message of it being a singing show by children who are great at singing and are here to showcase their talent.”
The campaign has been executed by Director Sanjay Shetty and his team at Opticus Inc. who have painstakingly shot all the four TVCs keeping in mind not to lose the essence of the original songs, and yet create magic with children.
Gaurav Seth, Senior VP and Marketing Head, SET, said, “Indian Idol has been an exceptionally popular show and a successful format for Sony. After the huge success of Indian Idol 6 last year, we wanted to give the show a fresh standpoint as well as to discover newer talent horizons. Hence we have come up with Indian Idol Junior. Our campaign idea ‘Gaano ka wahi jaadoo, ab bachchon ki awaaz mein’ beautifully captures how music, which plays such a strong role in our lives, will now be showcased in the voices of our younger but hugely talented contestants.”
Seth further said, “The TVCs were designed to break clutter in an extremely crowded television space. The idea of transplanting kids into iconic film song sequences, created by Leo Burnett, has worked magically. The surprise, when the lead protagonist is discovered to be a child in the sequence, has endeared the spots among all our viewers and we hope this provides the desired impact to drive audiences in droves to our show.”
Credits:
Agency: Leo Burnett Mumbai
Creative Team: Nitesh Tiwari, Ashwiny Iyer Tiwari, Neeraj Singh, Pranjal Chowdhary, Deepti Gera Rastogi
Account Management: Anup Vishwanathan, Anupriya Shetty, Swati Khanduri
Films: Kevin Affonso, Manoj Pillai
Production House: Opticus Inc
Director: Sanjay Shetty
