Nokia Music Theatre is a 30,000 sq. ft. physical studio that Nokia has set up in the country’s capital. The studio includes an indoor recording studio and an outdoor performance area.

For establishing the context, mass media was not relevant. We adopted the route of using local media to reach out to these small town talents.

A ‘Nokia Music Theatre’ Mini Van was used, which covered thousands of kilometers, going to grass root levels of each state in India seeking out small town wonders for local auditioning.

The local newspapers and radio channels carried success stories from their locality, transforming the individual to a celebrity overnight. Extraordinary talents were showcased through an exclusive radio show in their state - ‘Music from the hearts of India’.

Performers identified by Nokia’s team of renowned judges were shortlisted to perform at the state of the art Nokia Music Theatre studio in Delhi NCR.

The pilot in the 1st month in Rajasthan received 35,000 participants, eager to express their musical talent!

250 voices have been shortlisted from this first batch and a few potential stars of the future have been identified.

Nokia has given the hope of a brighter tomorrow to indigenous musicians and their art forms.

Through this initiative, Nokia will take the voices from the hearts of India to the millions within the country and overseas. Nokia Music Theatre will also help these individuals sustain themselves by generating funds through exclusive performances to audiences and big media houses in India.