Imagine's Zor ka Jhatka, to provide free ride on Bandra-Worli Sea Link
The idea is to help Mumbaikars beat the traffic and reach home on time to witness the first very episode of Zor Ka Jhatka with the entire family
Talking about the initiative, Nikhil Madhok - Senior Director, Marketing & Communication, Imagine told Adgully, "We at Imagine want to ensure that our show Zor Ka Jhatka reaches as many people as possible and we have so far tried to promote it across multimedia platforms. The new initiative was planned keeping in mind Mumbai in specific. In Mumbai traffic is a big issue everyday for people trying to reach home after a tiring day. So we decided to make this travel hassle free by coming out with a toll-free travel for anybody who takes the Bandra-Worli Sea Link from 7.00 to 9.00 pm on the 1st of February."
The channel is also looking at coming out with a similar initiative for Delhi and looking at offering a free travel in Delhi Metro for the masses at large. "We have not been able to close the deal as yet and we are still working on it. Maybe during the course of the show's successful run on the channel we can execute this," Madhok added.
Post the launch of the show, the channel will be looking at promotional activities through cross channel promotions and will be promoting "special episodes" through radio and print. The aforementioned activities and a lot many contests for the viewers will all be a part of the sustenance plan for the show.
On Zor Ka Jhatka Shah Rukh Khan will take 28 TV stars, outside their comfort zone into the world's biggest obstacle course in Argentina to battle it out. From jumping over moving obstacles to bouncing off big balls and dodging swinging pendulums hurled their way. And while the contestants sweat it out, Shah Rukh Khan, will provide his brand of extremely funny and witty commentary on the proceedings and take the fun to a completely new level in this over-the-top competition. | By Prabha Hegde [prabha(at)adgully.com]
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