The channel has roped in Micromax and Nescafe as the presenting and powered by sponsors, respectively, as BOSE, Garnier Men, LIC India, Cafe Coffee Day and Archies have come on board as the associate sponsors.
To be hosted by LL Cool J, the award ceremony will witness performances by Katy Perry, Lorde, Metallicam Pink, Nate Ruess, Merle Haggard, Blake Shelton, Imagine Dragins and Kendrick Lamar.
Ferzad Palia, SVP and GM, English entertainment, Viacom18, says, "The Grammy Awards is one of the longest running award shows in the world and it has only grown bigger and better over the years. Vh1 is thrilled to bring home the 56th Annual Grammy Awards, for the fourth consecutive year. With an exciting programming line up for the awards telecast, we are all set to offer our fans a musical treat and an entertainment extravaganza."
The 56th Annual Grammy Awards is being promoted through a 360 degree promotional initiative with on-air, on-ground and digital activities. The channel is giving fans a chance to win Micromax mobile phones personally autographed by the Hollywood star, Hugh Jackman, through the Micromax presents Vh1 Grammy Predict and Win Contest. Micromax also presented Vh1 Ticket to Ride contest that selected one winner and a friend, who will get to witness the awards live.
In order to generate buzz around the property, the channel has tied up with Cafe Coffee Day, Gelato, Thank God It's Friday, Hard Rock Cafe, Crossword, Gold's Gyms and Big Cinemas for promotions at the outlet level. The off-air campaign thought is 'History is made when Records are Broken'. This concept has been extended to various key partner outlets and special integrations have been introduced, promoting the Grammy Awards this year. Concepts such as 'Break a Record with Vh1'; 'Just for the record' and 'History will be made' (last two being TRIVIA -based creatives) will be adapted across Grammy collaterals.
In Break a Record with Vh1, the customers are asked to break a record by completing a challenge put forth to them that's relevant to the respective partner. They need to send the channel a video of themselves taking up the challenge at the outlet itself. The winners will be gratified with customised 'Grammy special Gold LP (vinyl record). For trade (media agencies branding), a slew of fun activities increase engagement, such as 25 rotations on the revolving chair in 1 minute, balancing three folders on the head for 30 seconds, tying a tie in 10 seconds and others.
Besides, an on-ground initiative with Crossword involves a contest where the participant is required to recite 100 words in 20 seconds. In another similar one at Gold's Gym, the person is being asked to do 50 push-ups in 15 seconds; at Gelato, one has to finish 2 scoops of gelato in 15 seconds; whereas at TGIF, the participant is asked to finish a burger in 20 seconds.
The Grammy Awards is an accolade bestowed upon music artists by the National Academy of Recording Arts and Sciences of the United States to recognise the achievements made each year in the music fraternity.