MUMBAI: ‘Don’t let talent go to waste’, advocates COLORS’ flagship reality show, Maruti Suzuki Arena presents India’s Got Talent powered by Vaseline and Frooti.  The show that adjudges talent sans any gender, age, social status or location bias, in its 8th Season took innovation a notch up with its latest campaign called, #Talent4Good. Expounding on its launch proposition – ‘Woh talent hi kya jo kisi ke kaam na aye’ and adding more color to the lives of the less privileged, the campaign engaged their viewers and involved more than 50 NGO’s to spread joy amongst their beneficiaries. Talented individuals from various cities formed groups, sang, danced and performed with members of q-age homes, orphanages, and other under privileged sections to fill up the void of companionship and to entertain them through their talent and light up their lives. Spreading cheer across the country, the campaign managed to touch the lives of many through these efforts.

The high-buzz media outreach plan that spanned across different platforms and also mobilized more than 900 students across 58 markets to use this opportunity and exhibit their talent to spread cheer in the society. This initiative resulted in an overwhelming participation of people from different walks of life.

Having rolled out an effective and engaging media campaign said, Sapangeet Rajwant, Head- Marketing, COLORS, “India’s Got Talent as a concept provides us with a huge canvas to engage viewers across age groups. Leveraging the festival period when people are in a generous mood we went to town with the   #Talent4good campaign giving every individual a chance to give back to the society in a very simple way, i.e. by showcasing their talent. Lightening the burden of many families, COLORS, distributed hearing aids amongst those with a hearing disability and also went into hinterlands to distribute food grains, thus helping and cheering up the indigents. Our endeavor has always been to draw viewers in a way that is relevant and constructive. With efforts such as these our commitment towards being socially relevant continues on-air as well as off-air.”

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Engaging the existing and inviting new audiences the #Talent4good campaign witnessed more than 2 million listeners of Mumbai and Delhi through various activities. While Radio City RJs entertained children from orphanages through their singing and storytelling talents, BIG FM listeners were urged to beautify the city, converting dirty walls into colourful murals. Local talent entertained beneficiaries of various NGOs in Delhi, which was amplified through Big FM.

900 colleges in 40+cities were contacted to adopt and take forward the messaging of the #together4good campaign.  Across pandals in Ahmedabad, Surat and Rajkot, dancers showcased their talent and the calories thus burnt were equated to the quantity of food packets/meals and donated to NGOs. The channel distributed 2,000 kg of food grain to 27 NGOs.

Hearing aids were given away at a musical event hosted by 9X Tashan in which 10,000 audience members displayed their collective singing talent. A talent hunt was organized at the Colors Golden Petal Club in Lucknow, Kanpur, Varanasi and Agra, giving participants a chance to be become a part of the COLORS family. Through Maharashtra’s Got Talent, people from 25 cities across the state showcased their talent and entertained the underprivileged. A talent workshop was also conducted for differently-abled children. Resident Welfare Associations across Mumbai were tapped during Navratri to spread the message of the campaign.

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