MUMBAI: Sony`s general entertainment channel SAB, has partnered with the official regional sponsor for the ICC World Cup, Visa International to award the winner of its musical talent hunt show Fame X with an opportunity to sing an Indian cricket anthem in support of the team at the tournament. Apart from this, the winner will also receive a contract with Sony BMG.
The cricket anthem aptly titled `Inspire India` will be composed by the musical trio Shankar Ehsaan Loy and will be a tribute to inspire the Indian cricket team at the upcoming ICC Cricket World Cup 2007, in the West Indies.
The music video will feature the 1983 cricket stars Mohinder Amarnath, Syed Kirmani and Kris Srikanth. It will symbolize India`s support, passion, encouragement and inspiration for the Indian team and will become the chant for Indians across the world to inspire the team to perform.
Visa is the regional official sponsor for the ICC cricket tournaments for the South Asia region, including India, Sri Lanka, Bangladesh and Pakistan. This initiative will showcase support for the Indian cricket team, while being the core platform that will launch Visa`s activities for the World Cup, states an official release.
Fame X in its last few weeks will be zeroing in to find the Rock Star, the singing talent with the X factor. This musical journey will enable the winner get tremendous support from the Indian audience and an opportunity to sing for the Indian Cricket team, adds the release.
SAB business head Vikas Bahl said, "Fame X is based on an internationally successful format that has the potential to drive viewership with its gripping content and high emotional quotient. For SAB, the show has garnered a larger set of audience with its took and feet and it has successfully increased our reach in the Hindi speaking market."
"Often the winner of such reality shows is not able to make it big, due to the lack of a suitable and large platform. Keeping this in mind, we are glad to announce our association with Visa International for the INSPIRE INDIA Cricket Anthem in association with Fame X. The Fame X winner wilt get this opportunity to sing the INSPIRE INDIA Cricket Anthem for the Indian Cricket team. This is an excellent way to pay tribute to all the Indians who have supported the contestants throughout their musical journey," he added.
Visa international Asia Pacific, Country manager south asia Santanu Mukherjee commented "As Regional Official Sponsor and "Preferred Card" of the ICC Cricket Tournaments for South Asia, Visa is delighted to partner with SAB to identify the singer from Fame X for the INSPIRE INDIA Cricket Anthem.
"In the next few weeks, the chosen singer from Fame X, along with music directors Shankar, Ehsaan and Loy engaged by Visa and the `83 World Cup team will create an INSPIRE INDIA anthem that will symbolize India`s support, passion, encouragement and inspiration for the Indian cricket team at the ICC Cricket World Cup 2007, West Indies. This message will be spread in partnership with the SET Network channels during the ICC Cricket World Cup 2007, West Indies in association with Fame X and SAB," he said.
"We hope Indians will identify with the cricket anthem. The anthem will ring out to more than 40 million Visa cardholders and millions of cricket fans in India from different age groups, languages, and cultures across cities, towns and villages in an effort to bring everyone together to cheer on and inspire the Indian team. The INSPIRE INDIA Cricket Anthem in association with SET Network and Fame X is a crucial part of our ICC Cricket World Cup 2007, West Indies campaign and wilt enhance our brand visibility as the preferred card for the series" he added.
SONY BMG managing director Shridhar subramaniam said on the occasion, "SONY BMG has always been associated with promoting and nurturing new talent. It has been a great experience beingassociated with the "Fame" franchise, and we are Looking forward to the new opportunities andexperiences with Fame X winner`s album."