EEMAX Categories & Requirements:Background & Marketing / Other Objectives:Client:Brief:Radio Mango 91.9- One of Keralas top radio channelsIn association with: Idea Cellular, a leading telecom provider all over the country.Reality shows have become an inevitable part of every TV channel today. While manychannels have leveraged this form of entertainment to drive viewership, it also providedexcellent platforms and unimaginable exposure to many a talents in the country, includingKerala. However all the excitement created over these reality shows are confined totelevision channels. Radio Mango, wanted to take over the music space fully with an ideathat was more mass interactive and caught public attention....Where things happen
...Where things happenStrategy:In order to achieve this objective set by the client, we came up with an idea. Thus, wasborn the event - Natille Tharam (Star of the state), the first of its kind.What we suggested:We suggested the concept – Nattile Tharam, a 100% on ground hunt for the best male andfemale singer from among many aspiring singers from across Kerala.This contest was first of its type and covered thousands of singing talents from the state. Itwas an reality show on wheels.What we believed we could achieve:A reality hunt for the best singer in the state through a Road Show.A road show leading to a Grand Finale that would be anticipated.Mass interaction in the way of Participation and audience.Provide a platform to people with a talent to sing, from every nook and corner of thestate.Reach out even to the far flung areas and make Radio Mango, Natille Thaaram aname with every household.Bring the Brand to limelight with such an innovative event of such a magnitude.What it involved:Conceptualizing entire event flow.Designing of the vehicle with an inbuilt studio, state-of-the art sound managementHandling thousands of eager participants.Crowd management in terms of audience that gathered to witness the road show.Branding Management – Designing and execution.Effective execution regarding the different levels of the contest at various zonesleading to an intra-zonal final event.
...Where things happenExecution & Planning:The Event Nattile Thaaram (Star of the State) was a music reality show which was a100% on ground event done with a unique twist.A fleet of 5 air conditioned transparent mobile recording studios with state ofthe art speakers was dispatched across an incredible 500 panchayaths throughout thestate, in search for Keralas best male and female singer. The whole contest wasdivided into three phases1st PhasePeople were asked to sing in the mobile recording studios which covered over 200spots in a months time. Tapes were vetted on a daily basis by a panel of experts2nd PhaseMobile Recording Studio winners selected through internal elimination competed for theDistrict level stage event.3rd PhaseThe finalists were taken for week long road show at every district on similarly designedvehicle to perform live in front of live audience where ever the vehicle stopped.A set of Professional Dancers danced to the rhythm of the music on the vehicle as thefinalists sang.District stage show winners had to compete in the Mega Final. Mega Final was held inKochi on June 4th at Le Meridian convention center. The final show saw star judges KSChitra, Shankar Mahadevan, Deepak Dev, Jassie gift and the crowd saw them take tothe stage with their favorite tunes.The winners won the opportunity to cut an album with Keralas best music directors apartfrom hefty cash prizes.
...Where things happenCreative Concept & Innovation:At this age where Reality shows have become an everyday affair on televisions, We decidedto bring ours onto the roads. The road show vehicles had to cover 500 panchayats acrossthe State.For stage 15 Branded Road Show vehicles were designed in such a way that became effectivetransparent studios on wheels. Each vehicle had two studios to accommodate twosingers at the time. These studios had the state-of-the-art recording devices thathelped with the voice recordings of eager contestants.For Stage 2At each district a stage was designed and set upFor Stage 3A vehicle was designed with state of the art speakers, to resemble a stage andaccommodate dancers while the finalists sang as audience gathered around the roadshow vehicle.
...Where things happenResults:Thousands thronged the mobile studios to get a chance to be a star. All they needed was todo was to step in, sing and step out.Nattile Thaaram clocked over 20,000 contestants and an incredible 15 lakh pluseyeballs especially in far flung areas where ordinarily, people do not get an opportunityto showcase their talent. Indeed, many of the eventual finalists were from villages orsmall towns. Shortlisted contestants were showcased instar studded stage shows at the capitals of their districts – Thiruvanathapuram ,Kannur, Kozhikode , Thrissur, Kochi. A bevy of celebrity judges and performers held thecrowds enthralled at each high tension final.The winners in each town eventually headed back to Kochi for the grand finale – theopportunity to cut an album with Keralas Best music Directors, talent management fora year, not to mention a hefty cash prize for both the Best Male and Best Female
...Where things happenExecutive Summary:Registration and Crowd management for over 20,000 contestantsInternal elimination included evaluation of over 20,000 recorded tapes ofcontestants.Branding at all phases of the eventProper recording machinery for the first stage and sound Management.Celebrity Management (Judges)We believe that the event was of a huge magnitude and created a huge impact because ofits nature of having reached the most far flung areas in the state and giving thousands ofpeople a chance and platform to display their talent to sing. Using the idea of a Road showand combining it with a one month long contest generating mass interest makes NatilleTharam worthy of appreciation in this category.