Indian Idol 4 unleashes marketing campaign

The marketing campaign for the latest season of the Indian Idol, broadcast by Sony Entertainment Television (SET) addresses the aspirations of 'young India', and has been conceptualised and executed by ad agency Leo Burnett. The tagline for Indian Idol 4's campaign is 'Yeh Style, Yeh Music, Yeh World Hamara Hai'.

The 'Indian Idol 4' will replace '10 Ka Dum' on air when the latter goes off air on 19 September. The fourth season will see Anu Mallik and Javed Akthar take the judges' chair. New to the season are singer Kailash Kher and actress Sonali Bendre.

Speaking on campaign, Danish Khan, assistant vice president for marketing at SET said that the campaign is a targeted effort to reach out to today's youth with themes which are integral to their life, such as friendship, the desire to stand out, spontaneity, personal grooming, high level of self-belief, pride in preparation, high dependence on technology, giving something back to society and a need to belong.

SET plans to use multiple touch-points to promote consumer interface and on-ground events, including 'Gully Jamming' sessions that will drive brand experience across lanes and bylanes, nukkads, campuses, malls, coffee shops and other youth hangouts in 16 key cities and towns.