EEMAX Categories & Requirements:

Background & Marketing / Other Objectives:

Client:

Brief:

Radio Mango 91.9- One of Kerala's 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 many channels have leveraged this form of entertainment to drive viewership, it also provided excellent platforms and unimaginable exposure to many a talents in the country, including Kerala. However all the excitement created over these reality shows are confined to television channels. Radio Mango, wanted to take over the music space fully with an idea that was more mass interactive and caught public attention.

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Strategy:

In order to achieve this objective set by the client, we came up with an idea. Thus, was born 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 and female 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. It was 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 the state.

Reach out even to the far flung areas and make Radio Mango, Natille Thaaram a name 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 management

Handling 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 zones leading to an intra-zonal final event.

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Execution & Planning:

The Event Nattile Thaaram (Star of the State) was a music reality show which was a 100% 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 the state, in search for Kerala's best male and female singer. The whole contest was divided into three phases

1st Phase

People were asked to sing in the mobile recording studios which covered over 200 spots in a month's time. Tapes were vetted on a daily basis by a panel of experts

2nd Phase

Mobile Recording Studio winners selected through internal elimination competed for the District level stage event.

3rd Phase

The finalists were taken for week long road show at every district on similarly designed vehicle 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 the finalists sang.District stage show winners had to compete in the Mega Final. Mega Final was held in Kochi on June 4th at Le Meridian convention center. The final show saw star judges KS Chitra, Shankar Mahadevan, Deepak Dev, Jassie gift and the crowd saw them take to the stage with their favorite tunes.

The winners won the opportunity to cut an album with Kerala's best music directors apart from hefty cash prizes.

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Creative Concept & Innovation:

At this age where Reality shows have become an everyday affair on televisions, We decided to bring ours onto the roads. The road show vehicles had to cover 500 panchayats across the State.

For stage 1

5 Branded Road Show vehicles were designed in such a way that became effective transparent studios on wheels. Each vehicle had two studios to accommodate two singers at the time. These studios had the state-of-the-art recording devices that helped with the voice recordings of eager contestants.

For Stage 2

At each district a stage was designed and set up

For Stage 3

A vehicle was designed with state of the art speakers, to resemble a stage and accommodate dancers while the finalists sang as audience gathered around the road show vehicle.

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Results:

Thousands thronged the mobile studios to get a chance to be a star. All they needed was to do was to step in, sing and step out.

Nattile Thaaram clocked over 20,000 contestants and an incredible 15 lakh plus eyeballs especially in far flung areas where ordinarily, people do not get an opportunity to showcase their talent. Indeed, many of the eventual finalists were from villages or small 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 the crowds enthralled at each high tension final.

The winners in each town eventually headed back to Kochi for the grand finale – the opportunity to cut an album with Kerala's Best music Directors, talent management for a year, not to mention a hefty cash prize for both the Best Male and Best Female

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Executive Summary:

Registration and Crowd management for over 20,000 contestants

Internal elimination included evaluation of over 20,000 recorded tapes of contestants.

Branding at all phases of the event

Proper 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 of its nature of having reached the most far flung areas in the state and giving thousands of people a chance and platform to display their talent to sing. Using the idea of a Road show and combining it with a one month long contest generating mass interest makes Natille Tharam worthy of appreciation in this category.