Seventy Seven kick started the hunt for Sony's 6th Indian Idol through an innovative two city activation in Amritsar and Jaipur. With a goal to encourage participation we created a national buzz over 10 days through various on ground activations; initiated with road shows in the two cities, with promoters spreading the word regarding the upcoming auditions. This was followed by gully concerts in prime areas in the city to attract crowd and maximize footfalls. Emcee driven activities ensured tremendous participation allowing people to explore and showcase their talent. The concerts featured previous Indian Idol finalists Swaroop Khan, Bhoomi Trivedi and Rakesh Maini who wowed the crowd with their incredible talent. Various innovative approaches like the JTQ cards (Jump The Queue) allowed participants who displayed the best talent the privilege of avoiding long queues at the auditions which were held on the following days. The activation drew footfalls exceeding thousands in number as we spread awareness while ensuring optimum outreach regarding the reality show.