Radio Mango Nattile Tharam

 Impresario has won Gold for WOW Awards 2012 in the category of Activation programme of the year, for our impeccable management and execution of Radio Mango Nattile Tharam. 

A reality show on wheels;Radio Mango Nattile Tharam

is the first of its kind in India. With the concept and wide coverage, it  had reached thousands of

singing talents across the state. 

A 100% ground hunt for the best male and female

singer among the many aspiring singers from every nook and corners of the state.

The show managed by Impresario succeeded in getting:  

• A mass interaction through participation and audience.
• Reach out even to far flung areas, thereby making the programme as well as the brand, a name with every household.

• Bring the brand to limelight with an innovative event of large magnitude
• Provide a platform for people with singing talent from every nook and corner of the state.
• Pulling back the dominance of music to ‘radios’

Our involvement in the campaign was right from conceptualization and execution of the entire event flow Designing vehicles with in-built studio and state of art sound management Handling thousands of eager participants Crowd management in terms of audience gathering Branding Management for Radio Mango as well as the sponsors through the programme design and execution Effective execution of different levels of the contest at various zones – audition, elimination, intra-zonal level, zonal level, and an ultimate inter-zonal final event Celebrity management- arranging judges and celebrities for the grand finale and musical nite The main challenges were: Adhering to the pre-decided time span- to complete the road, water and air campaign in 30 days. Registration and management over 20000 contestants at over 110 touch points Covering (more than 3,500 miles) Recording of the songs and sending it to the nearest Radio Mango radio station everyday for evaluation in DVD Internal elimination and evaluation of 20000 recorded tapes of contestants Branding at all phases of the event ( both the company and sponsors) Proper recording machinery for the first stage and sound management Celebrity management (judges) and arranging performers ( both participants and dancers) Crowd management (audience) Allotting one minute for each contestant to sing with age no bar Maximum mileage in terms of visibility for title sponsors and co-sponsors  Permission process: Sound Permission, Permission for vehicle, Permission for Helicopter landing, Policeclearance, Water Transportation etc Permissions from various agencies, owners and govt to conduct the show etc. The biggest challenge wouldbe to get clearance for helicopter landing in areas where there were kutcha structures nearby Coordination of team for the activity which included: MCs, technicians, driver, promoters etc Safety was a key factor no matter what the mode of transport- lifejackets n boat, ambulance at helicopter landing venue etc were arranged. The campaign was widely accepted on the following grounds: A 100% interactive event done with a unique twist Creative concepts and Innovation First reality show not only on roads, but in water and air as well. Unsurpassed coverage High brand visibility Nattile Tharam clocked over 20000 contestants and an incredible 18 lakh plus eyeballs, especially in far flung areas where people never get an opportunity to showcase their talent. The team worked hard in record time under immense time constraints to get and compile all the documents required for this activity. In its first edition, Nattile Tharam had found a place in the Limca Book of Records for its unique on-ground format. And this year again with the introduction of ‘helicopter’ concept. In addition to the previous year’s mobile recording studio and boats to cover backwaters, this year, for the first time in India, there was helicopter borne recording studio. This one-of-a-kind feature gives Nattile Tharam 3 the opportunity to reach lakhs of people who live by Kerala’s waterways and hilly terrains.