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bulletsTo connect the brand with its consumer base through corporate India’s largest music property, Idea Rocks India

bulletsTo promote the brand’s data and internet services among the core target group of youth between 18 – 25 years


bulletsFountainhead conceptualised a unique nation-wide talent hunt competition panned out on a canter activation on-ground, digital and IVR

bulletsWe provided winners the golden opportunity to perform live on stage with the celebrity artist, thus reaffirming the brand promise, “An idea can change your life.”


bulletsThe activation was broken up into 6 days of canter talent hunt activation, 1 day of city level auditions and 2 days of mini preview performances

bulletsThe mechanism

As the canter moved through the main city and satellite towns, it stopped at strategic, high-footfall locations

Participants were encouraged to come up on the canter stage and perform

The entry was recorded and immediately uploaded on the spot onto a microsite

Every participant was given 2 invites for the concert

Others also won the invites by participating in cool engagement activities

Panel of judges shortlisted top 50 entries for each city

These 50 participants were personally called for a city level audition

Local judges shortlisted top 5 contestants through auditions

Celebrity judges chose the final 3 winners from the top 5

The winners got an opportunity to perform with the celebrity artist at the concert


bulletsWe had 4 dedicated concert teams and 7 activation teams travelling around the country to execute the plan within the span of 62 days

bulletsOver the course of 2 seasons, Idea Rocks India travelled through more than 16 cities and 50 satellite towns to hunt for the best singing talent in India

bulletsWith 10,000+ auditions & a reach of over 200,000 participants, Idea Rocks India was a grand success in both years

bulletsWith Sunidhi Chauhan, Shankar Ehsaan Loy and Mika Singh performing at different cities, the concerts saw an average attendance of around 30,000 people per city

Praise For Our WorkPraise For Our Work

bullets“Heartiest congratulations to Fountainhead for an extremely successful season of Idea Rocks India. With impeccable planning, the willingness to find alternate ways in tough situations and moving on was amazing. The guests have thoroughly enjoyed the show as much as we did putting it together and all our circles have been very pleased with the turnout.”

Sunita Bangard
President Marketing
Idea Cellular Limited