afaqs!

Zoom and Big Bazaar hunt for Fashion Ka Star

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | July 31, 2009
The show will select a male and female style icon through a contest, which will be recorded and made into a reality series to be aired on Zoom TV

Lifestyle and glamour channel Zoom and Big Bazaar have partnered to put together a reality show titled India Ka Fashion Star, which sets out to look for the next big male and female fashion icons emerging from the viewers.

The show is another effort from Zoom in the branded entertainment category. Earlier, the channel has attempted several shows under the same category, including Lets Design for Cotton Council International, Reebok Shiamak Bollywood Workout Launch and other programmes such as Kolkata Fashion Week, FHM Style Awards and Bangalore Fashion Week as part of its branded entertainment category.

& #BANNER1 & #Any Indian national above 18 years of age could be a part of the show by simply filling up a contest form at any of the 105 Big Bazaar outlets. The entries for the show came to a close on July 26. Participants had to use their fashion sense to mix and match clothes picked from the outlet and get themselves photographed alongside the cut-outs of cricketer MS Dhoni and Bollywood actor Asin Thottumkal.

MK Anand, business head, Zoom Television, says, "Zoom acts as a window to the world of successful and beautiful people. Viewers come to Zoom to get a peek into what the celebrities do and how they live. Through India Ka Fashion Star, we attempt to become a door to the deserving few who have the panache to rub shoulders with their icons, to participate in the high life and become celebrities. Zoom has set out to help viewers meet and fulfil their aspirations through such initiatives."

Both Dhoni and Thottumkal are the faces of the lifestyle and accessories brand of Big Bazaar. India Ka Fashion Star aims to connect Big Bazaar and the youth of India. The concept strives to use a deadly mix of cricket and Bollywood to promote Fashion@Big Bazaar through the channel. The show will involve contestants experimenting with Big Bazaar's new collection of trendy clothes and accessories to showcase their individual style statements.

After a close scrutiny of the contest forms, a region wise list of candidates will be finalised. The selected candidates will be subjected to different tasks in various rounds of the contest, leading up to the finale. The candidates will be judged on the basis of walk and poise, style and grooming, speech and confidence. The process will also involve shopping at Fashion@ Big Bazaar, photo shoots, spa visits, salon visits and sessions on etiquette, ramp walk and fitness.

The Grand Finale will include three rounds of fashion show (showcasing Fashion @ Big Bazaar clothes - ethnic, casual and evening wear) with some performances in between.

All the rounds, including the regional selections and the Grand Finale, will form a part of the reality show. The show will go on air on August 16. It will have three episodes in all, including two half-hour episodes on August 16 and 23, and one hour long Grand Finale episode on August 30.

The winners will represent Big Bazaar clothing and accessories brands alongside Dhoni and Thottumkal. They will also have the chance to shop for free for a year at Fashion@Big Bazaar.

The property is being promoted heavily through outdoor and print media. Hoardings were put up in five cities - Mumbai, Delhi, Kolkata, Pune, and Ahmedabad. Print ads were used to approach people in places such as Mumbai, Pune, Nagpur, Nashik, Delhi, Lucknow, Bengaluru, Hyderabad, Vizag, Mangalore, Ahmedabad, Kolkata, Bhubaneshwar, Guwahati, Ranchi, Surat, Baroda, Kanpur and Zirakhpur.

Additionally, radio has been put to use to invite entries and spread word for the show in 16 cities. Posters and other activations were carried out at 105 Big Bazaar stores. Call for entries were also made through zoomtv.in and SMSes on 58888, along with on air promos.

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