MUMBAI: With a success of over 18 years under its belt, Sa Re Ga Ma Pa is back again. Titled 'Sa Re Ga Ma Pa Singing Superstar' and with judges like Sajid- Wajid, Vishal-Shekhar and Daler Mehendi, the show is a blend of spunk and vibrancy.

But whether it is a mass initiative or a one man show, the key to success and popularity is developing a marketing strategy that forms a solid foundation for your promotional efforts. Especially, the media and entertainment industry is giving it utmost importance for higher participation and higher TRP's  

Zee TV's upcoming musical show �Hero Honda Sa Re Ga Ma Pa Singing Superstar' has embraced a fresh positioning. This season will also see some innovative promotional initiatives around the show. It has launched its first leg of marketing activities with aggressive outdoor and on ground promotional activities at various prime locations in Mumbai.

Speaking on the marketing initiatives, Zee TV marketing head Akash Chawla said, Zee TV has always stood out with its strong viewer connect and contemporary entertainment style. �Hero Honda Sa Re Ga Ma Pa Singing Superstar' is a property with a supreme legacy. With its fresh and young appeal this year, the idea is to grab the eye-balls of a younger demographic through clutter-breaking, innovative activities. The show will also be positioned to connect with the hearts and minds of young-at-heart consumers. The life-size microphones and �College Ka Singing Superstar' initiatives are just the beginning of a comprehensive 360* campaign....

Keeping in mind the increasingly tech-savvy audience base, Zee TV has launched an â€?Online Singing Superstar' competition in which participants can take part in the contest by recording their voice in an online karaoke application. Talented singers in every nook and corner of India can participate via Facebook games and videos on Youtube 

Adding to the commuters' delight, the channel has created â€?Sa Re Ga Ma Pa Music Zones' at select bus stops across the city. The entire bus stop will have Sa Re Ga Ma Pa branding, lights along with a music setup replete with speakers and associated paraphernalia. Also, large illuminated life-size cut-outs of a microphone with â€?Sa Re Ga Ma Pa' branding will be seen hanging between adjacent buildings at prime areas in Mumbai, akin to bright Diwali kandils  

Another interesting on-ground BTL activity is the â€?College Ka Singing Superstar' initiative that is being held across select colleges in the city 

The channel will also organize musical events in residential colonies with the support of local politicians or associations. The event will have a live musical orchestra and a singing competition for the residents 

To explore further branding and promotional opportunities, Cafe Coffee Day has been selected as a ground partner for the display for standees, drop downs or danglers 

Along with giving the show a fresh look, a new age anchor and a new title track, Zee TV will engage in strong marketing initiatives and promotional campaigns across all the media and on-ground activities, marketing collaterals and visual merchandising to hunt for the singer who has a youthful voice that can rock the nation.