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FMBX News
Posted: Nov 28, 2010
PD3 helps O2 find the next Indian Soapstar
O2 has carried off a national hunt for the next Indian soap star as part of a bid to promote its new international calling tariff, International Favourites. The lead agency is PD3.
The Indian Soap Star roadshow is touring the UK to encourage consumers to audition for their chance to win a speaking part in Pavitra Rishta, India’s biggest soap.
The winner will also receive free flights and 5* hotels in Mumbai for a week for them and two family members, as well as walk on parts for their two accompanying family members.
O2’s Indian Soap Star audition teams’ tour started in Glasgow, Manchester and Brent Cross on 11 November, followed by Birmingham, Leicester, Slough and Croydon through the month.
The network will hosted an integrated screen test room manned by a videographer, with a Mehndi artist, audition tips and the opportunity to make free international calls.
Representatives from O2 and Zee TV is picking a final winner to be announced in early December on the competition’s Facebook page.
Pavitra Rishta is one of Zee TVs highest rated shows, with multi-millions of viewers worldwide. It tells the story of a typical family from the Marathi region called the Karanjkars. The winner will feature in a special episode of the show, filmed in India, in a unique role created especially for the soap star from the UK.
The competition coincides with the launch of International Favorites from O2, with India one of the network’s biggest target markets.
The campaign is the latest in which PD3 has been selected by O2 to reach out with campaigns that are predominantly of interest and value to ethnic groups. Last year PD3 ran O2 Your Country which launched and sold a SIM card with specific benefits to people calling overseas.
However, Indian Soapstar has an open door policy to people from all ethnic backgrounds as FMBX noted when witnessing the Trafford Centre activity. “For this activity you have to be a British or Indian passport holder to qualify,” account director Tim Rasbash told Brand X “although at least 60-70 per cent of participants so far have been Indian or of Indian origin.”
The auditions, which naturally enough require performers to act and read a script whilst on the phone, has multiple postings, and viewers on Youtube. Here are some highlights:
