Colors to launch 6th season of 'India's Got Talent' on April 18

Colors, Viacom18's flagship Hindi GEC, is all set to launch the sixth season of its talent-based show, India's Got Talent.

Produced by FreemantleMedia, the show will be judged by Bollywood film director Karan Johar, and Bollywood actors Kirron Kher and Malaika Arora Khan; the trio judged the previous two seasons as well.

The sixth season will begin on April 18. It will be aired every weekend at 9:00 pm.

For this season, Colors has roped in an array of sponsors including Maruti Suzuki (presenting sponsors), Olx ('powered by' sponsors) and Amul Macho, Layerr Wottagirl, and Ultratech Cement (associate sponsors).

This season, the competition is open to global talent. Attractions include a 'golden buzzer' that is up for grabs; it can help a participant gain direct entry into the semi-finals.

The acts include a Malkhamb performance on a stack of glass bottles, a Chinese masquerade act, installation art using recyclable material, an underwater act in a tank, a Cappella act by an international group and a camouflage-led illusion act.

Anupama Mandloi, managing director, FremantleMedia says, "India's Got Talent has evolved over the years to become a show that defines talent in its true form."

The focus this year, she adds, is on the participants' "ability to transcend thought-boundaries," in order to "present the unexpected."

An integrated marketing and digital campaign aimed at promoting the show is in place. The media mix includes television, mobile and cinema.

The digital effort includes a 'Challenge Pappu' campaign, in which a character called Pappu will throw challenges at people via social media.

The show promos will be disseminated on the mobile medium via MMS videos; this will help popularise it smaller towns.