&TV to celebrate Ind. Day with special anthem

India’s newest entertainment channel, &TV is doing something unique to celebrate India’s Independence Day this weekend.

&TV’s show ‘The Voice India’ hopes to bring together voices from across the country in a video. The crowdsourced national anthem will be played on 15th August. 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.

Extracts from aFaqs