NEW DELHI: Ace music directors Shankar-Ehsaan-Loy along with Mika are all set to hunt for new talent in the fifth edition of Idea Rocks India (IRI).
Launched in a new avatar, the show for the first time has opened auditions through- digital, IVR, radio and on-ground – thereby reaching out to a much broader audience.
Indians aged 18 years and above can participate in the contest in their city. Aimed at identifying a combination of ideal voice, performance and X factor, the contest is being rolled out across India.
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The four judges with their experience will filter participants and the final winner will get an opportunity to perform with them at key locations across the country.
Speaking about the initiative, Idea Cellular chief marketing officer Sashi Shankar said, “Music is core to Idea’s brand building and customer connect strategy. The concept, reach and brand integration of Idea Rocks India (IRI) is unparalleled in India. We are now taking it a level higher to engage with a wider audience and hunt for talent from deeper pockets of the country, utilising both modern and traditional media such as Digital, IVR and On-Ground.”
“With over 60 events, over a period of two months, this year IRI will reach out to millions of Indians across the country,” he added.
