This document summarizes a music reality show competition hosted by Radio Mango 91.9 called "Natille Tharam". The competition involved dispatching mobile recording studios across 500 villages in Kerala to identify the best male and female singers. Over 20,000 contestants participated and were recorded. Shortlisted contestants then performed in district-level stage shows before advancing to the grand finale in Kochi, where winners received cash prizes and opportunities to record albums. The event gave thousands in rural areas a chance to showcase their singing talents.

1. EEMAX Categories & Requirements:
Background & Marketing / Other Objectives:
Client:
Brief:
Radio Mango 91.9- One of Kerala's top radio channels
In association with: Idea Cellular, a leading telecom provider all over the country.
Reality shows have become an inevitable part of every TV channel today. While many
channels have leveraged this form of entertainment to drive viewership, it also provided
excellent platforms and unimaginable exposure to many a talents in the country, including
Kerala. However all the excitement created over these reality shows are confined to
television channels. Radio Mango, wanted to take over the music space fully with an idea
that was more mass interactive and caught public attention.
...Where things happen

2. ...Where things happen
Strategy:
In order to achieve this objective set by the client, we came up with an idea. Thus, was
born the event - Natille Tharam (Star of the state), the first of its kind.
What we suggested:
We suggested the concept – Nattile Tharam, a 100% on ground hunt for the best male and
female singer from among many aspiring singers from across Kerala.
This contest was first of its type and covered thousands of singing talents from the state. It
was an reality show on wheels.
What we believed we could achieve:
A reality hunt for the best singer in the state through a Road Show.
A road show leading to a Grand Finale that would be anticipated.
Mass interaction in the way of Participation and audience.
Provide a platform to people with a talent to sing, from every nook and corner of the
state.
Reach out even to the far flung areas and make Radio Mango, Natille Thaaram a
name with every household.
Bring the Brand to limelight with such an innovative event of such a magnitude.
What it involved:
Conceptualizing entire event flow.
Designing of the vehicle with an inbuilt studio, state-of-the art sound management
Handling thousands of eager participants.
Crowd management in terms of audience that gathered to witness the road show.
Branding Management – Designing and execution.
Effective execution regarding the different levels of the contest at various zones
leading to an intra-zonal final event.

3. ...Where things happen
Execution & Planning:
The Event Nattile Thaaram (Star of the State) was a music reality show which was a
100% on ground event done with a unique twist.
A fleet of 5 air conditioned transparent mobile recording studios with state of
the art speakers was dispatched across an incredible 500 panchayaths throughout the
state, in search for Kerala's best male and female singer. The whole contest was
divided into three phases
1st Phase
People were asked to sing in the mobile recording studios which covered over 200
spots in a month's time. Tapes were vetted on a daily basis by a panel of experts
2nd Phase
Mobile Recording Studio winners selected through internal elimination competed for the
District level stage event.
3rd Phase
The finalists were taken for week long road show at every district on similarly designed
vehicle to perform live in front of live audience where ever the vehicle stopped.
A set of Professional Dancers danced to the rhythm of the music on the vehicle as the
finalists sang.
District stage show winners had to compete in the Mega Final. Mega Final was held in
Kochi on June 4th at Le Meridian convention center. The final show saw star judges KS
Chitra, Shankar Mahadevan, Deepak Dev, Jassie gift and the crowd saw them take to
the stage with their favorite tunes.
The winners won the opportunity to cut an album with Kerala's best music directors apart
from hefty cash prizes.

4. ...Where things happen
Creative Concept & Innovation:
At this age where Reality shows have become an everyday affair on televisions, We decided
to bring ours onto the roads. The road show vehicles had to cover 500 panchayats across
the State.
For stage 1
5 Branded Road Show vehicles were designed in such a way that became effective
transparent studios on wheels. Each vehicle had two studios to accommodate two
singers at the time. These studios had the state-of-the-art recording devices that
helped with the voice recordings of eager contestants.
For Stage 2
At each district a stage was designed and set up
For Stage 3
A vehicle was designed with state of the art speakers, to resemble a stage and
accommodate dancers while the finalists sang as audience gathered around the road
show vehicle.

5. ...Where things happen
Results:
Thousands thronged the mobile studios to get a chance to be a star. All they needed was to
do was to step in, sing and step out.
Nattile Thaaram clocked over 20,000 contestants and an incredible 15 lakh plus
eyeballs especially in far flung areas where ordinarily, people do not get an opportunity
to showcase their talent. Indeed, many of the eventual finalists were from villages or
small towns. Shortlisted contestants were showcased in
star studded stage shows at the capitals of their districts – Thiruvanathapuram ,
Kannur, Kozhikode , Thrissur, Kochi. A bevy of celebrity judges and performers held the
crowds enthralled at each high tension final.
The winners in each town eventually headed back to Kochi for the grand finale – the
opportunity to cut an album with Kerala's Best music Directors, talent management for
a year, not to mention a hefty cash prize for both the Best Male and Best Female

6. ...Where things happen
Executive Summary:
Registration and Crowd management for over 20,000 contestants
Internal elimination included evaluation of over 20,000 recorded tapes of
contestants.
Branding at all phases of the event
Proper recording machinery for the first stage and sound Management.
Celebrity Management (Judges)
We believe that the event was of a huge magnitude and created a huge impact because of
its nature of having reached the most far flung areas in the state and giving thousands of
people a chance and platform to display their talent to sing. Using the idea of a Road show
and combining it with a one month long contest generating mass interest makes Natille
Tharam worthy of appreciation in this category.