COLORS launches 'Safari STORME 24 - The Game'!

 After a blockbuster launch of its espionage drama earlier this month, 24, COLORS is all set to raise the bar once more with the launch of an interactive mobile game, ‘Safari Storme 24 – The Game’. Introduction of this 3D game marks the first-time-ever that an Indian general entertainment channel (GEC) is providing viewers with the opportunity to experience the real-time action of the show offline. Developed by Gameshastra Solutions Pvt. Ltd., the game will be available for free download in India on iOS and Android platforms starting today and will allow players to live the life of ATU Chief Jai Singh Rathod, portrayed on-screen by Anil Kapoor, as he races against time to combat terror and protect the Prime Ministerial candidate from assassination. ’24 – The Game’ was launched in the presence of a live audience at Mumbai’s Phoenix Market City Mall in Kurla.

Speaking about the game, Raj Nayak, CEO – COLORS, said, “COLORS has always taken pioneering decisions to enhance viewer engagement and the launch of ’24 – The Game’, India’s first-ever 3D game based on a television show is one such innovation that brings us closer to our audiences. Through the game, we are providing audiences with the unique opportunity to step into the shoes of Jai Singh Rathod and experience the show first-hand, thereby enhancing their overall experience.”

The fast-paced and score-based game is a third-person, cover-based shooter game enabling players to single-handedly foil terrorist operations organized within Mumbai. ’24 – The Game’ allows to audiences to step into the shoes of ATU Chief Jai Singh Rathod and explore his various characteristics over a course of 30 levels. Players will be privy to an arsenal of weapons along with support powers like health packs, additional guns, Harrier Strike and Missile Barrages that can be purchased through redemption of points earned during the game. All players will also be able to compare their standing as they race against time with each other through the Local Leaderboard which will share their score details with other gamers. The quickly accessible and intuitive control schemes allow players to experiment with 4 types of A.I. that come with a variety of actions and behaviours.
Nayak further said, "I am very happy with the show’s response, although GEC’s witnessed a drop in viewership  because of the Navratri festival. On Sunday 20th October 2013, we kept the show running for 6 hours i.e. from 3  pm - 9 pm. for all those who missed watching the episodes earlier and we advertised it in all the newspapers too. We hope once people watch the show they will be hooked to it and also to the game since the latter will have the same locations that Jai Singh Rathore visits in the show.

Speaking at the launch of the Safari Storme 24 – The Game, Ankush Arora, Senior Vice President, Passenger Vehicles Business Unit (Commercial), Tata Motors said, “We are excited and very happy to sponsor Safari Storme 24 – The Game. This is the next step in our association with COLORS and 24 and it offers us an exciting platform to demonstrate the true capability of the Safari Storme, which delivers performance and comes with technology rich features. Gamification is a great innovative medium and the latest buzz word in the ad world. It breaks through the clutter as it gives brands a unique platform to present to its customers key attributes of the product. With this association, Tata Motors showcases itself as a creative and innovative brand that always places its customers at the core of its existence. The series 24 has been an instant hit and we hope the game, Safari Storme 24 – The Game, is also well received by all.”

Speaking about the unique game concept, Vivek Srivastava, Head – Digital, COLORS, said, “With the availability of multiple touchpoints, it has become critical for broadcasters to reach out to their target audiences using newer avenues such as social media, and online and digital tools. With the launch of ’24 – The Game’, we are looking forward to creating a surreal ‘24’ experience, which with its slick graphics and easy controls will keep audiences entertained. The game’s various features and support powers are sure to become a great hit with audiences thereby keeping them engaged on a daily basis.”

"At this stage the game has been launched on Android and iOS platforms. Post the response we receive for the game we will launch it on other platforms as well. Our objective has always been engaging and interacting with viewers. We had earlier created apps for Jhalak Dikhla Jaa, Big Boss and Comedy Nights with Kapil and the main purpose for these apps was to engage with viewers on the digital platforms. The game is not similar to any other game as we have taken the actual spots from the show and then  adapted and converted it in '24 - The Game'. There are different locations like Worli, Dadar, Parel and there are approximately 30 levels before switching to the next locations. The game is the real crux of our strategies and now the social media and digital platforms will help in promoting the game. Efforts are on to get it out on Windows and Java, but as of now we are hoping the game is a huge success," said, Srivastava. 

Speaking about his digital counterpart, Anil Kapoor, actor and co-producer, said, “With the launch of ’24 – The Game’ we are looking at bringing the ‘24’ experience to the audiences’ fingertips. As they take on my role as ATU Chief Jai Singh Rathod on their mobile phones, players will have to race against time to protect the city against terror attacks. The fast-paced game shares multiple characteristics with the show which will only add to viewers’ overall experience.”

’24 – The Game’ makes COLORS the first-ever broadcaster to launch a 3D third person shooting game based on a television show. ‘24’ airs every Friday and Saturday at 10:00 p.m. only on COLORS