A buzz was created in these cities to encourage participation in the form of roadshows wherein promoters spread the word about the upcoming auditions. This was later followed by gully concerts in prime areas in the city. The concerts also featured performances by previous Indian Idol finalists Swaroop Khan, Bhoomi Trivedi and Rakesh Maini.

Being emcee driven, the activities saw a high level of participation as it allowed people to explore and showcase their talent. Participants who displayed the best talent were given ‘Jump The Queue' (JTQ) cards that allowed them to avoid the long queues at the auditions which were held on the days following the concert.

The events saw the total footfalls exceeding thousands in number, while the activities helped create awareness while ensuring optimum outreach regarding the reality show. Commenting on the same, Manoj Gopalani, Director, Seventy Seven said: "The idea was to create a build up to Indian Idol amongst the audience by creating a unique and accessible opportunity for people to enter the spotlight and win a chance to feature on the esteemed reality show."

Danish Khan, Senior Vice President and Head of Marketing, Sony Entertainment Television said: "Indian Idol's Gully Concerts in Amritsar and Jaipur were a runaway success. We had a large crowd experiencing the Indian Idol passion and these events also funnelled a lot of participants to the auditions the next day. Team 7ty7 did an outstanding job in conceiving, promoting and executing the event."