Colors: India Banega Manch – Scouting talent from the grassroots

Colors Marketing

TV channel Colors led a campaign in India by taking to the streets to find the best talent for its reality talent show.

Campaign details

Brand: ColorsBrand owner: Viacom18Lead agency: Leo Burnett OrchardContributing agencies: Midas Next, Market Men, HansaCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Events & experiential, Newspapers, Outdoor, out-of-home, Websites & micrositesBudget: 500k - 1 million

Executive summary

India's leading TV channel Colors was to launch and execute a first-of-its-kind, 100% user-generated, content-based talent show in India that would take place in the streets all across the nation.

While it was a completely new phenomenon for the viewers, it was a behemoth execution for Colors.

To make the...

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