&TV to crowdsource the national anthem

On the occasion of Independence Day, the channel will air the crowdsourced anthem during its reality show 'The Voice India'.

Zee Entertainment Enterprise's second Hindi GEC, &TV, has come up with a promotional campaign themed around the approaching Independence Day. The initiative hopes to bring together voices from across the country in a video. The crowdsourced national anthem will be played on August 15, on the channel's singing reality show 'The Voice India'. The anthem is being called 'MyCountry, MyVoice, MyAnthem'.

Referring to citizens as '&DIANS', the channel has opened registrations via a telephone number through which viewers can participate in the video. It is also promoting the hashtag 'MyCountryMyVoiceMyAnthem' and the idea of Independence Day being about 'The Voice' as well as millions of patriotic voices of India. The initiative is being executed by FoxyMoron.

'The Voice' is the channel's prime time show where contestants are chosen through 'blind auditions,' only on the basis of their voice and not appearance. The channel has roped in Himesh Reshammiya, Mika, Shaan and Sunidhi Chauhan as mentors. Already a successful concept in various countries, the show is produced and adapted by Endemol in India. The show has been on air since June 6.

The channel was launched on March 2. Some of the other show on &TV include 'Bhabhiji Ghar Par Hain', 'Razia Sultan' and 'Begusarai'.