afaqs!

Zoom prepares for a fashion reality show

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | February 09, 2009
Let's Design is an advertising funded programme, for which Zoom has partnered with Cotton Council International

After a plethora of dance and music based reality shows on TV, fashion and lifestyle channel, Zoom is preparing to entertain with a fashion based reality show, Let's Design.

The soon to be launched show is an advertising funded programme. US-based Cotton Council International (CCI), in a bid to promote cotton fabric, has partnered with Zoom for the show.

The reality series aims to capture the passion and talent of budding designers, who will showcase their designing skills by using cotton fabric innovatively in attractive ensembles.

Sachit & #BANNER1 & # Bhatia, Indian representative of CCI, tells afaqs! about the initiative. "In the past, we have used various mediums, such as fashion workshops, fashion shows, road shows and interactive activities in fashion institutes to promote the fabric. However, we feel that given the wide reach that television commands, it will be a good idea to educate and impress upon people that cotton fabric is not only comfortable, but stylish and fashionable too. This endeavour will prove to be a good platform for promoting young talent in fashion."

The reality show is open to fashion enthusiasts above 18 years of age. Interested participants have to fill a form and upload sample sketches of their design by logging on the website, www.allaboutcotton.com.

Selected candidates will be called for auditions in the regional round. The auditions will be held in New Delhi, Mumbai, Bengaluru and Kolkata. In the final round, 16 individuals will be put under one roof, where they will be given various tasks to showcase their talent by creating attractive costumes out of cotton fabric.

Kunal Mukherjee, head, marketing, Zoom, says, "We have been doing a lot of advertising funded programmes for some time. So, we approached CCI with the concept, where they could promote cotton fabric through a televised series. We will be responsible for the TV series and the related on-ground activities conducted for Let's Design."

Let's Design will be a six-part series. Creativity, innovation and timely completion of the assigned tasks will be some of the parameters employed to judge the contestants.

Bhatia shares that a panel of established fashion designers will set tasks for the participants and will also act as mentors to the finalists. Some of the designers associated with the show are Kiran Uttam Ghosh, Deepika Govind and Meera-Muzaffar Ali.

Lakmé Beauty Salon is the official grooming partner for the reality show. The show will go on air on March 14.

Mukherjee shares that Zoom's target audience comprises young, well-established professionals in the age group of 18-35 years.

Both CCI and Zoom will promote the show heavily using mediums such as television and outdoor.

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