STAR Plus, which is launching its new weekend show Music Ka Mahamuqabla, has rolled out a launch campaign to build buzz around the music-based show.
O&M has conceived and executed the television campaign for this show. A teaser campaign recently went on air to build buzz around the show, which sees India's top singers (Shankar Mahadevan, Shaan, Himesh Reshammiya, Shreya Ghoshal, Mohit Chauhan) participate.
Anupam Vasudev, executive VP-marketing and communications, STAR India said, "The idea was to showcase the head-to-head competition amongst these singers. The launch teasers are therefore very gripping and showcase the intensity of the battle between these stars."
For Ogilvy, the challenge was to capture the clash of the titans in a manner that was not similar to the 'declare-war-on-thy-enemy' format. Santosh Patil, creative director, O&M said, "We realised that unlike other shows, these singing sensations would compete by themselves performing on the show. The stage has been set for a real duel. Hence we decided to keep it real and showcase how they would be preparing for the show. It captures these singers in a manner you've never seen before."
Watch the TVCs now:
Creative agency: O&M
National creative director: Abhijit Awasthi
Executive creative director: Anup Chitnis
Creative director: Santosh Patil
Copywriter: Vishesh Jain, Sahana Prakash, Gopal M S
Art director: Ranjit Mhatre, Satish Haldankar
Account planning: S Krishnan, Neha Punjabi
Client servicing: Deric D’souza, Rajiv Bahadur
Production house: Bappaditya Roy Films
Director (of the film): Bappaditya Roy
Post-production studio: Pixion