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Indiatimes Lifestyle Network Studios has launched iDiva ‘1, 2, 3... Riyaaz’, India’s first digital-only musical reality show in collaboration with Smule music app.

To create a buzz, the brand utilised the social media following of the artists of the show—Punjabi Pop heartthrob Jassie Gill, ‘Tareefan’ sensation Lisa Mishra and the face of iDiva, Kusha Kapila.

The Instagram video to promote the show:

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A post shared by Jassie Gill (@jassie.gill) on

These have a massive social media following. Kapila has a following of more than 8.16 lakh, Gill has a following of more than 6.8 million and Mishra has a following of more than 2.74 lakh on Instagram. According to Sheeko Brandscore, together they were able to fetch more than 12 million eyeballs for the promotional video created for the show. The platforms had to spend an estimated amount close to Rs 40 lakh on the making of the video.

Sheeko Brandscore graph for the reach these influencers fetched on Instagram for show promotion:

Gill, Mishra and Kapila will be seen rallying their musically charged tribes to participate in musical challenges, sing with them on Smule, win weekly challenges and get the chance to feature with them in an original music video. It’s an innovative way to promote the app and involve the audience to become a user of the app.

Slated across 12 weeks, 12 songs and 12 challenges, the ultimate goal of ‘1, 2, 3... Riyaaz’ is to make a collaborative music platform that doesn’t look at music as an academic subject but rather a means to connect with people and have fun. With over 36 winners in 12 weeks and a new challenge every week starting February 14, every budding singer/artist can have multiple shots at winning the big prize of starring in that all-exclusive #123Riyaaz music video with the three mentors.