There is fame waiting for children with the gift of singing. With the aim to nurture young talent in the country, Universal Music India has partnered with Max Life Insurance to launch ‘i-genius Young Singing Stars’. The competition will recognise and reward young singing talent in the country and provide them a platform to create their own album.
Max Life Insurance has been actively running i-genius programmes to nurture talent across painting, dancing, theatre, sports, etc. over the years. This is the first time that the insurance brand has ventured into finding young singing talents in the country.
Along with tying up with Universal Music, the ‘i-genius Young Singing Stars’ also has Salim Merchant and Shraddha Sharma as brand ambassadors, mentors as well as jury members. While the top 2 singers will get a music album contract with Universal Music India, 8 runners-up will get a singles song contract with the music label company.
To participate, one has to register at the i-genius website and record their entry. Registrations are on till the 31st of October.
The website offers complete information about i-genius programmes and how the scholarships work. Apart from this, there is a ‘Fun & Learn’ section with useful tips for parents as well as children. Content for parents is focused on understanding their child’s qualities and other parenting tips, while there are games, quizzes and fun stuff for children.
The competition is being jointly promoted on social media by Max Life insurance as well as Universal Music. Short videos have been created with Salim Merchant and Shraddha Sharma where they give advice to parents, kids and also talk about their own journey of recognition. Also, short videos on singing with confidence, overcoming stage fright and practicing towards perfection have been created.
The Universal Music India Facebook page and Max Life insurance Facebook page are sharing updates about the competition, along with visuals and video stories with the mentors. The i-genus Twitter page is actively engaging with the hashtag #YoungSingingStars while sharing the videos and other content.
— igenius (@igeniusprogram) September 23, 2014
Building trust and a community
The Max Life i-Genius programmes has become a legacy for the brand. By empowering and nurturing young talent with a platform in the creative fields of dance, story writing, sports, theatre and now singing, the insurance brand is building a strong and focused community of parents who want the best extra curricular development for their children.
The tie up with Universal Music further adds to the singing talent hunt; who wouldn’t want to win a music contract for their child! The choice of mentors – Salim Merchant and Shraddha Sharma adds to its appeal. While Shraddha herself shot to fame by uploading her singing videos from her home in Dehradun and finding instant fame through her YouTube channel, Salim is a known face in singing reality shows.
Building relevant communities for the long term makes business sense for a brand that works upon trust and reliability. And we are experiencing this phenomenon with all banks and financial institutions. Their presence on social media is more focused towards nurturing lifelong relationships and trust; the i-genius Young Singing Stars is another feather in the Max Life cap.