www.synergymarcom.in www.facebook.com/synergymarcom

3. Radio City’s Super Singer
Pan India presence
5th
Season of India’s only Talent
hunt show on FM,
FM Bole Toh Radio City 91.1 FM
Delhi
Jaipur
Lucknow
Ahmedabad
Baroda
Surat
Jalgaon
Nagpur
Pune Akola
Nanded
Mumbai
Ahmednagar Hyderabad
Sholapur
Vizag
Sangli
Bangalore
Chennai
Coimbatore

4. RCSS 2013
Objective
To enhance brand visibility and strengthen recall
amongst age group of 18-34 M/F
To conduct city’s biggest search for the most
promising singing talent
To ensure maximum brand rub-off with the TG for the
associating brands

5. 14 ground
Concerts
20 city
ground
Activation
City Super
Singer
Hunt
1 Super
Singer
winners in
City
WINNER GRATIFICATION
Cash Prize 1 Lakh Main Market & 50,000 Small Market +
Performance on final Event + get a chance to come on Radio
Media usage to amplify the property
TV, Radio, On Ground, Digital, Print and Outdoor

6. RCSS 2013
Stages
Awareness phase creating intrigue about the
upcoming RCSS 2013
Call for Entries, Registration drive
@various touchpoints
Shortlisting rounds
Finale in each city with Celeb Quotient

7. RWA
1575
Colleges
5240
Online
8376
Banner Boys
IVRS/
OBD
14965
26921
Canter/Mall
Office/Station
Vehicle
27777

9. Campaign Mechanics
Teaser Phase
On ground
Call for entry
Shortlisting of
entries
Super Singer
LIVE selection
of finalists and
winner
Finalists put for
Public Voting
Promotions for
the Final Event
Grand Event
Winner
Gratification
Post event hype

10. RCSS 2013- On Air Schedule
Teasers
Call for
Entry
Shortlisting
round 1
SS LIVE &
voting
Finale
Post Event
Hype
4 days
14 days
5 days
5 days
1 day (Sun)
2 days
The promo
announces SS
and informs
listeners
regarding
auditions/entri
es
Mechanism:
• Drop CD at
retail outlet/
RC office
• Aday Audition
@Mall/On
Ground
• IVRS
Promo, RJ
mentions to
build
excitement
about SS going
LIVE with top
5 SS next week
onwards
Top 5 SS go
LIVE on RC
Performance:
Top 5 SS, LY SS
Winner &
Participants
RCSS winner
will feature in
all shows for
two days
Jury: Music
expert, a
listener and a
local Celebrity
Exposure:
• Promos – 20
times a day *
2 days
• Winner bytes
to
feature
twice in Show
X 1 day
• Winner bytes
to
feature
once in show
X 2 days
RJ mentions to
build up the
excitement
Exposure:
Promos – 20
times a day * 4
days
Simultaneous
Shortlistings
• 5 SS to be
short listed
Exposure:
Promos – 20
times a day * 12
days
Top 10 SS
Training by,
Short interview
bytes of Music
Experts across
shows
Exposure:
Promos – 20
times a day * 7
days
Surprise Celeb
Call ins- Music
expert advice SS
Listener Meet
with their fav. SS
@RC studio
Exposure:
• Capsules: 1 X
Top 5 SS in
rotation= 20
times/day * 8
days
• Vote appeals
• RJ soliciting
vote
for
his/her
favorite SS
Winner takes
away the
coveted title of
RCSS and gets
Cash prize of
Rs. 1 Lakh
Exposure:
• 20 promos per
day
• 4 OBs from
event venue

12. 
Strategy: To tap on to diverse socio-demography in order to have a neutral
stance for providing opportunity and consciously penetrating in to all
income strata of the society to provide associated brands optimum
exposure.

Touch Points:
 Colleges : To seek registrations and auditions from the younger generation of talent. The
music is evolving and the newer audience is opening to newer or the latest genre of music
e.g. dub-steb, hip hop, trance, house etc. influencing mainstream mass music.
Opportunity to the aforementioned audience embarks stronger brand relativity and loyalty
nonetheless, superior registrations as they are actively present in the talent space being
young. Tata Docomo, Nokia, Infinity, Aakash and Catch centric audience.
 Street Signals: This is where the highest amount of HNI active radio listeners are found.
Propaganda at traffic signals not only enables brand registration but also by providing
opportunity to the seekers, it helps in building a stronger brand loyalty. Nokia, Bharti and
Infinity centric audience that has buying capacity.
 Railway Stations: The place where a “common man” is found, this touch point had
tremendous potential as it is statistically observed that 70% of people winning reality shows
are from the strata of society that we call “Middle-Class”. Also, an excellent market for the
sponsors – Tata docomo, Aakash, Bharti Cement and Nokia budget phone audiences.

13. 
Date
Strategy:
02-09-2013
Colleges
SK Somiya
KJ Somiya
06-09-2013
Parag JR College
S P S Jant College
07-09-2013
09-09-2013
Smt Ramkalidevi
Mmk College
Sanmansingh Jr.
Rizvi College
College Of
Awami Jr.college
Commerce
St. Andrew’s
Nes
College, Bandra (w).
Navjeevan
Vidyamandir
10-09-2013
Adk College
Sailee
Nalanda
College
11-09-2013
12-09-2013
Kala Vidyalaya
Malad Sndt
K. G. Mittal
St. Anne’s
College
Gokhale
College
Date
10-09-2013
11-09-2013
12-09-2013
13-09-2013
Area
Kandivali Traffic Signal
Dadar Signal
Santacruz Kalina Signal
Andheri Chakala Signal
Kandivali
Dadar
Bandra
Andheri
Borivali
Bandra
Andheri
Dadar
Railway Station

14. 
Snapshot – College Promotions

15. 
Snapshot – Roads

16. 
Snapshot – Railway Station

17. Auditions
Strategy
Statistics
Snapshot

18. 
Strategy: To tap on to the propaganda
conducted through rigorous promotions at the
mentioned touch points by channelizing the
audience to:



A. Malls
B. Colleges
C. IVRS

19. 
Overdrive:

Mall:
 Lounge setup at mall to make participants comfortable and
relaxed before auditions
 Anchor provided as a value add to conduct smoother
auditions and represent the brand to answer questions from
general audience and participants

Colleges:
 Auditions conducted “Inside” colleges with prior permission
to enable higher registrations thus auditions
 College permissions provided as a value addition.
 Hostess provided at the cost of promoters to enable higher
registration and audition numbers of female contenders

20. 
Snapshot - Mall

21. 
Snapshot - Colleges

22. Rehearsals
Strategy
Snapshot

23. 
Strategy

To have the finalists and the band get acquainted to
each other to perform in sync

To have a good band that can play on to any song
the participant would sing

To provide a band that has the capability to produce
more realistic sounds to match programmed
Bollywood music and not sound like conventional
orchestra.

24. 
Snapshot:

25. Finale
Strategy
Statistics
Over Drive
Snapshot

26. 
Strategy:

To culminate the progression of the event to a grand
finale, entice the audience to build a stronger brand
relativity.

Provide a platform to the finalist to compete

Felicitate associated sponsors and brands

27. 
Overdrive:


Nightly stage that compliments the light effects
Excellent audio technology and technical crew to
eliminate sound related issues and the irregular
dispersion of sound, considering the structure of the
mall

28. 
Snapshot: Stage

29. 
Snapshot : Venue Construction
Pre-Event
At-Event

30. 
Snapshot : Celeb Moments

31. 
Snapshots : Emcee Interaction

32. 
Snapshots : Participants

33. 
Snapshot : Audience

34. 
Snapshot - Winner

37. Print Ad® DNA
Mum

38. Paper Ad: Hindu - 13t Sept 2013

39. Paper Ad: Hindu - 16th Sept 2013

40. Print ads- Mail Today
Delhi

41. PR Coverage
Delhi

42. PR Coverage
Delhi

43. PR Coverage
Delhi

44. Technology
Strategy
Snapshot

45. 
Strategy:

To overcome the challenge of physical dependency of data dumping which
could involve errors, omissions and loss of data, a cutting edge cloud
technology was implemented.

“Real time” access to data was provided relying on high-speed data telephony
(Airtel / Tata) and state of art data servers (Google.com).

In order to eradicate the gap of data access and online data dump, a sturdy
notification system was implemented that would provide key contestant
information as in when it was received.

An industry leading – Professional sound mixing and recording software was
procured to enable maximum noise cancellation and higher accuracy of
recording.

All auditioned contenders were provided HP/ Shure microphones for best
quality sound recording.

46. 
Snapshot : Professional digital voice recorder
Goldwave

47. 
Snapshot : Recording gears

48. 
Snapshot : How did the real time data storage and access work?

49. 
Snapshot: Data Interface