Jagran Solutions – India?s leading new age marketing agency that provides solutions for Brand Activation via Consumer Connect Strategies recently organized a glittery Launch conference for Amul Chhote Ustaad, an upcoming singing reality show on Star Plus which would be featuring young talents from India and Pakistan. The reality show will be aired on 24th July? 2010 and will continue for 12 weeks.
Star Plus which always attempts to give its viewers superlative television content through its brand promise ?Rishta Wahi, Soch Nayi?, presents Chhote Ustaad in its brand new avatar. Positioning the show as ?Do Deshon Ki Ek Awaaz,? the first-of-its-kind singing reality show will bring together 10 Indian and Pakistani kids each between the age group of 8-13 years as teammates to be crowned as the ?Chhote Ustaads of the sub-continent?. They will be contesting for the title for a period of 12 weeks. These kids will have the biggest musical maestros from two countries Sonu Nigam and Rahat Fateh Ali Khan as their mentors and judges for the show. Apart from the Sonu-Rahat duo there will be a third rotation judge who will be another stalwart from the music industry. The show will be produced by Sai Baba telefilms.
Commenting on the show, Anupam Vasudev, Executive Vice President, Marketing & Communication, STAR India Pvt. Ltd. says, ?At Star Plus we believe giving our audience superlative and differentiated content and Amul Chhote Ustaad ? Do Deshon ki Ek Awaaz is one big leap in that direction, living our brand promise of ?Rishta Wahi, Soch Nayi.? Within this exciting entertainment format what is really unique is the emotional journey of an Indo-Pak team of two children working together to win the coveted title of Chhote Ustaad.?
The conference took place at the Hotel Sea Princess, Mumbai. Star Plus revealed the contestants, the judges and the host of the show. The venue was festooned in traditional Indian style showcasing the architectural structures of India. The event started with 3 kids from India and Pakistan doing a round of Jugaalbandi. Post this the judges for the show Rahat Fateh Ali Khan and Sonu Nigam enthralled the audience with a solo number of their own popular songs. The host of the show is the inimitable Omi Vaidya aka Chatur Ramlingam of 3 Idiots fame. The main attraction of the event turned out to be the kids who were individually called onto the stage for a photo-op with the Sonu, Rahat and Om.
According to Ms. Ambika Sharma, COO, Jagran Solutions, ?This event has been truly special not only because comes immediately post the change in the Star promise, but also because of the timelines in which the team put it together. It?s worth the midnight oil to see the spectacular end product?.
The conference ended with a Q & A session of 60 minutes with celebrities and key dignitaries of Star Plus addressing the press. More than 150 people from the industry marked their presence in the conference and where given the merchandise from Star Plus.