Idol banks on BTL to reach youth

The show launched on its 24-hour Hindi general entertainment channel SET at the end of last month and will run until the first quarter of 2005. The entire communication strategy revolves around the tagline -- Indian Idol, Sab Kuch Bhula De -- and incorporates three phases: registration, the launch of the show on-air and the voting segment. The show is targeting a 15 to 34 year old demographic. According to Albert Almeida, senior vice-president of marketing at SET India, the broadcaster is using less traditional mediums for its BTL push. These include street singers in Mumbai and Delhi, 10 Idol-branded auto-rickshaws equipped with microphones playing popular music interspersed with the Indian Idol spots and show music, and 'Idol March', with the crowd chanting for Indian Idol. The channel has also allied nation-wide spots favoured by youths such as music store Planet M and Cafe Coffee Day for an extensive on-ground promotion during the registration and audition phases. "The channel has also secured the exclusive rights for the Indian Idol website indianidolonset.com. "In addition to this we will leverage a large existing database of 'SETizens' to drive eyeballs to the show and the website," said Almeida. The site will feature streaming video footage, profiles of contestants, polls, gossip, contests and a newsletter.