Sonu Nigam sang to a packed audience


Sonu Nigam sang to a packed audience

Muscat: Sonu Nigam is one of the most successful and admired music artiste in the world today and the singer keeps getting better and better with the years. During his power-packed performance before a near capacity crowd at the City Amphitheatre, Qurum on Thursday night, December 13, 2012, the iconic singer mesmerised his audience with his choicest classic hits. Nigam and his 30-member troupe presented a brilliant potpourri of all-round stage performance during their over two-hour performance.

The event was organised by FP7/MCT in association with Muscat Unique Diamond Entertainment. The show was held under the auspices of the guest of honour J. S. Mukul, Indian ambassador to Oman. During the power-packed performance, Mukul presented the memento of appreciation to Sonu Nigam on behalf of FP7/MCT. Performing alongside the very talented playback singer Shruti Pathak, Sonu Nigam burst on to the stage with some of the most popular hits in his two-decade-long Bollywood singing career. Pathak began her singing career after singing for various remix albums.

With her song Mar Jawan from Fashion (2008) Pathak became popular. She earned nominations in both Filmfare and Screen Awards for the song. Starting sharp at 8pm the audience was kept in rapt attention from the beginning as Sonu Nigam started with soulful songs such as Shukran Allah Wallah Alham Dulillah he ratcheted the mood of the audience to a whipping frenzy.

Belting out his array of hit songs and with an electrifying performance and stage presence, the show exemplified in foot-tapping blockbuster hits such as Tune Toh Pal Bhar Mein (Dabangg), Rab Rakha (Love Breakups Zindagi) and some of his all-time hits like Suraj Hua Madham (Kabhi Khushi Kabhi Gham), Tanhayee (Dil Chahta Hai), Tu Hi Tu (Dil Se), Saathiya (Saathiya), All Is Well (Three Idiots), Bijuria to name a few.

The packed audience went into euphoria when he sang songs like Abhi Mujh Mein Kahin from Agneepath. Irrespective of their age, the audience grooved to the lively, foot-tapping songs rendered by him and one could see the audience following the lead singer or at least lip-syncing.

The dancers too added their flair to the show as choreographer Savio Barnes along with his other dancers grooved to the numbers of Sonu Nigam. Barnes gained considerable reputation after choreographing many dances for Jhalak Dikhhla Jaa, a dance competition aired on Indian national TV.

Obliging the popular demand, he sang a popular Kannada song, Anisuthide, the packed amphitheatre erupted when Sonu Nigam sang the song. With a brilliant supporting band, Nigam indeed left an indelible mark on the audience. With his unique ability to connect with the audience and his tender power ballad Kal Ho Na Ho, Sonu Nigam finally left the audience rooting for more.

The talented singer was quoted saying, "I enjoyed every minute performing in front of the Muscat audience. I just love coming back here as the audience here really understands my music and enjoys my performance. I look forward to coming back yet again." The organisers triumphed with their expectation of 'House-full', 'Box-office' hit concert and ended up selling tickets at full price even at the day of the show. There were no reduced or discounted tickets being given away.

This approach will undoubtedly set new benchmarks in fair practice in ticket sales amongst events in Oman in the near future. FP7/MCT, a multinational advertising agency with presence all over the MENA region made its advent into the world of events with the Sonu Nigam Live in Concert show bringing in innovative and strategic concepts under the spotlight.

The event witnessed a compelling marketing plan which was orchestrated through various forms of media which included thought provoking press releases, online contests that tested the grey matter, effective print advertising and lastly tactical social media campaigns. A 360-degree approach was taken to execute the event; FP7/MCT has gained a considerable reputation for their excellence in the field of advertising and used this opportunity to showcase their ability to be consistent and effective in almost all forms of communications with this show.

Following the success of the Sonu Nigam Live in Concert show, FP7/MCT has created a benchmark in the field of events in the country and is all geared to showcase true talent and artistes in the near future as well. The major sponsors for the event were Khafeef mayonnaise and Minara Sunflower oil, Oman Oasis and Oasis Logistics.

Times of Oman, Al Shabiba and City Cinema were their media sponsors and Signature magazine the official luxury partner. AXA Insurance was the events insurance partner and Foodlands their official caterer and lastly Areej T&C was the logistic partner for the entire event.       

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