Lift a Wall. Change a Life.

We had to introduce habit change amongst our viewers hence educating people about the app usage and the impact of their votes on the lives of the participants, was emphasised upon.

Phase- Concept launch 30 days. Message – India Lift karo deewar. Live banao star. Vehicles- national ATL launch (TV, print, ooh, radio)

Phase nationwide onground education for 10 days. Message - lifts the wall to find India’s first Rising Star. Vehicles- On ground – 10 days, 15 cities, 500000 real interactions,

Phase Onground audition + App engagement launch 10 days. Vehicles - 1000+ Hrs of digital content, native content for rising star App

Phase – final crescendo launch – 1 day. Message- Launch of rising Star Anthem – largest PR exercise for a media property. Vehicles – Social, on ground launch , colors rising star App & website

We had to introduce habit change amongst our viewers hence educating people about the app usage and the impact of their votes on the lives of the participants, was emphasised upon.

Phase- Concept launch 30 days. Message – India Lift karo deewar. Live banao star. Vehicles- national ATL launch (TV, print, ooh, radio)

Phase nationwide onground education for 10 days. Message - lifts the wall to find India’s first Rising Star. Vehicles- On ground – 10 days, 15 cities, 500000 real interactions,

Phase Onground audition + App engagement launch 10 days. Vehicles - 1000+ Hrs of digital content, native content for rising star App

Phase – final crescendo launch – 1 day. Message- Launch of rising Star Anthem – largest PR exercise for a media property. Vehicles – Social (fb twitter, youtube), on ground launch , colors rising star App & website

Garner a TVR of 1.5 & Reach of 5%+ in our time slot (Weekend Prime Time)

On Launch Day - Rising Star was the Slot Leader with the highest reach and TVR 2.4.

GOAL 2: Beat top Singing Reality shows (SONY’s Indian Idol & ZEE’s SaReGaMaPa)

• Highest opening of a Singing reality show in the period ’16- 17 – TVR of 2.4

Maximum reach among all the reality shows in the Hindi Speaking Markets- 9%

GOAL 3: Ensuring maximum tune-in and participation from the launch day

Launch Day Specifics

¥ 30.7 million people tuned in

¥ 0.575 million people voted during the episode

On the launch day, India strengthened our belief in opting for clutter-breaking ideas and experimentation, and Rising Star came out shining past a slew of old format reality shows.