O&M helps STAR differentiate its music show, Music Ka Maha Muqabala

The music reality extravaganza is being positioned as the clash of the titans

STAR Plus' extravagant music reality show, Music Ka Maha Muqabala, will go on-air December 19 onwards. The channel is positioning it as a war between the six teams, led by six celebrity singers. O&M has created the promos for the show.

The three-part campaign features two teasers and one promo ad. The teaser ad shows the six singers - Shaan, Shankar Mahadevan, Shreya Ghoshal, Mika, Himesh Reshammiya and Mohit Chauhan - gargling, with a glass of water in the hand. The idea is that the captains are preparing for the soon-to-begin singing war.

The other teaser has all of them in meditation postures, inhaling and exhaling. In the promo of the show, all the six captains are seen with their followers, declaring war and congregating at one place.

"We wanted to create excitement around the show, since music-based reality shows are a dime a dozen on television today. Also, the format of this show is different from the ones audiences have seen so far," says Anupam Vasudev, executive vice-president, marketing, STAR India.

In Music Ka Maha Muqabala, the six celebrity singers, and their respective teams, will be in a 'clash of the titans' avatar. Each team will comprise three singers, who have already made it big in singing talent hunts, and one new singer. In each episode, two teams will compete - with the celebrity singers/captains also participating - while the captains of the other four teams will be the judges. The channel plans to bring in Bollywood celebrities each week as judges too.

The channel is spending close to Rs 10 crore for the promotion of the show, which will be broadcast every Saturday and Sunday. The channel plans to leverage the popularity of the celebrity singers in mobilising fan support. On-ground initiatives to build a fan base for the team captains will be employed. There is also a countdown promo to the day which will popularise the teams.

Each team will have also an identity and a slogan. They have been named after their captains - Shankar's Rockstars, Mohit's Fighters, Shaan's Strikers, Mika's Blasters, Himesh's Warriors and Shreya's Superstars.