LUCKNOW, April 29 -- In a major initiative to discover grassroots talent, Fever Network and Hindustan have launched 'Voice of UP', described as the state's largest voice talent hunt. The announcement was made at an event in Lucknow under the campaign 'Fever in UP: Ab Machega Bhaukaal', which brought together artists, digital creators and industry figures from across Uttar Pradesh. The launch event was attended by Malini Awasthi, former IAS officer Awanish Kumar Awasthi, Vijay Vikram Singh, actor Sharib Hashmi, and storyteller Laksh Maheshwari, along with several digital creators. Addressing the gathering, Vijay Vikram Singh highlighted the national potential of voices emerging from Uttar Pradesh, while Sharib Hashmi and Laksh Maheshwari encouraged aspiring creators to focus on content quality and consistency. Awanish Kumar Awasthi highlighted the changing perception of the state, saying Uttar Pradesh has entered a new phase of cultural confidence. He noted that cities like Ayodhya and Varanasi are now among the most visited destinations globally, adding that initiatives like 'Voice of UP' can offer a strong platform for talent from smaller towns and villages. Malini Awasthi emphasized that talent has always existed in regions such as Badaun, Farrukhabad and Kannauj, but lacked visibility. Senior executives from the media group also underscored the scale of the initiative. Rajat Kumar, chief operating officer of Hindustan, said the collaboration-marking 101 years of Hindustan Times, 90 years of Hindustan, and 20 years of Fever FM-aims to create a meaningful impact in the state. Ramesh Menon, CEO of Radio Business at HT Media Group said that 'Voice of UP' represents the next step for Fever Network in the region, focusing not just on reach but on building lasting audience connections. The participants were also felicitated with the inaugural 'Voice of UP Awards' at the event....