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&TV to premiere ‘The Voice India 2’ on 10 Dec

MUMBAI: Hindi GEC &TV is all set to premiere the second edition of its reality show ‘The Voice India’ on 10 December. The show will air every Saturday and Sunday at 9 pm.

The Voice India 2From the house of Talpa Media and produced by Endemol Shine India, ‘The Voice’ is a popular global format that has received a thunderous response from the audience and critics alike. It will be interesting to see the coaches fight it out for their favourites as they groom and nurture their teams. However, the final power lies in the hands of the audience to determine who will be ‘the Voice’ of the nation.

The platform will play host to exponents of music from across the country, who will be chosen only on the basis of their voice. Mentoring these musical exponents in their journey towards excellence are Shaan, winner of ‘The Voice India Season 1’, Neeti Mohan, winner of ‘The Voice India Kids’, and joining them will be Benny Dayal and singer-composer Salim Merchant as coaches.

The channel has also launched a campaign with the theme ‘Awaaz Se Bada Na Koi’. &TV crossed national boundaries by dedicating the spirit of ‘One Voice’ to Canada, Australia, the UK and Nigeria (all of them housing their own Voice franchises). A video of salutation with national anthems of these countries was rendered by ‘The Voice India’ contestants. The activity was supported by Twitter entities of these countries and Twitter India as well.

In addition, the channel created Invisible promos emphasising the singing talent and not the appearance or any visuals. This first-of-its-kind promo features no video but only the voice of a singer.

A unique tribute to five legendary musicians—Asha Bhosle, RD Burman, Kishore Kumar, Mohd Rafi and Lata Mangeshkar—was organised in Mumbai.

&TV also designed radio spots across radio stations emphasising that music does not differentiate between the regional or cultural divide, driving home the thought ‘Jaati insaan ki hoti hain, awaaz ki nahi’.

Furthermore, the channel also rolled out contextual promos emphasising the format of the show across sports bulletins of news channels. It is interesting to watch Neeti, Shaan and Salim explain the format of the show in cricketing jargon.

Speaking about the same, &TV business head Rajesh Iyer said, “’The Voice India’ has struck a chord with the audience with its unbiased and transparent format where the participants are judged only on the basis of their vocal talent. The thought of the campaign, ‘Awaaz Se Bada Na Koi’, was inspired by the format itself and we aligned all our ideas towards breaking barriers of media usage. From radio to outdoor, digital and TV, we have some key innovations that are in sync with the campaign thought and will resonate with our audience.”