KKK 9 was the biggest impact non-fiction reality show of 2019: Nina Elavia Jaipuria

With the latest season of ‘Bigg Boss’ all wrapped up, Colors is all set to premiere its popular stunt-based reality show, ‘Khatron Ke Khiladi’. Season 10 of the show will go on air from February 22, 2020, and will be aired every Saturday and Sunday at 9 pm. Maruti Suzuki comes onboard as the presenting sponsor, Mountain Dew as the Risktaker’s partner, while Balaji Wafers is the Snack Partner.

Rohit Shetty returns, this time as the Professor of Darr Ki University. ‘Khatron Ke Khiladi’ Season 10 has been shot in Bulgaria. The 10 participants of the show include: Ada Khan, Karishma Tanna, Karan Patel, Shivin Narang, Tejashwi Prakash, Balraj Syal, Amruta Khanvilkar, Rani Chatterjee, RJ Malishka and choreographer Dharmesh Yelande.

Nina Elavia Jaipuria, Head - Hindi Mass Entertainment and Kids TV Network, Viacom18, commented, “‘Khatron Ke Khiladi’ is one of our distinguished properties that has consistently raised the bar of entertainment and keep the interest of viewers intact. After delivering a record-breaking season last year, we are set to roll out the new edition of the show that will thrill viewers while testing the stamina and nerves of the contestants. The show will take the baton forward from ‘Bigg Boss’, our highest-rated non-fiction property and we are confident that the new season will keep the audience on the edge of their seats.” She further added, “We are proud to strengthen our partnership with Maruti Suzuki as the presenting sponsor for the second consecutive year and welcome onboard Mountain Dew as Risktaker’s partner and Balaji Wafers as Snack Partner.”

For the first time, the contestants will be seen performing stunts on a moving train, which has been designed by Rohit Shetty. Each episode will have a mix of thrilling acts, including an aerial stunt performed on a chopper.  Along with performing various stunts, the contestants will also be seen having their share of fun. Be it, Karan Patel and Amruta Khanvilkar breaking into ‘Chaiyya Chaiyya’ atop a moving train, Tejasswi trying to talk to a ravenous crocodile or Karishma Tanna falling in love with a Gorilla.

Speaking on the launch, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, said, “‘Khatron Ke Khiladi’ is one of our marquee properties that presents a perfect blend of action and entertainment. This season, 10 audacious contestants have been carefully handpicked to be a part of Darr Ki University, helmed by our revered host Rohit Shetty. He has been an integral part of our journey and will give this season his personal touch by designing some of the daredevil stunts. For the first time, the season has been shot at the picturesque locations of Bulgaria that serves as a perfect backdrop for the thrilling experience. The contestants will be accompanied by creepy crawlies, deadly animals and innumerable hurdles on their journey that will increase the challenges manifold.”

Show host Rohit Shetty added here, “The idea of fear seldom puts us on the backfoot, but on ‘Khatron Ke Khiladi’, it is definitely not an option. This is my fifth year of association with the show and my job is to push the contestants, which I have always done, to face their phobias head-on and explore their true potential. Even the breathtaking views of Bulgaria will fail to ease out the pain when the contestants’ endurance and mental strength will be put to test.”

Abhishek Rege, CEO, Endemol Shine India, said, “Thrill and adventure put together always makes for a great entertainment proposition and ‘Khatron Ke Khiladi’ provides you just that. The show has successfully grown over the years to become our biggest action-based property while amping up the energy and action. Rohit Shetty is tantamount to an action guru and with every season, he has reinvented himself to take the show to the next level. We hope to keep up the same momentum as the new season is packed with edgy and high-intensity stunts.”

On the company’s association with the show, Shashank Srivastava, Executive Director, Marketing and Sales, Maruti Suzuki India, commented, “We at Maruti Suzuki have been continuously evolving our marketing initiatives to target our core audience more effectively. With the introduction of products like the new Swift the New S-Presso, the New Ignis and the All New Vitara Brezza we are driving towards more youthful and dynamic imagery. This is the second year in a row that we are associating with ‘Khatron Ke Khiladi’ in order to connect with the youth of today. The association of limitless Swift with the property resonates with our brand proposition of performance and is an apt fit with our consumers who are individualistic, experimental and like to challenge themselves.”

Speaking further on the show, Nina Elavia Jaipuria told Adgully, “‘Khatron Ke Khiladi’ Season 9 was by far the biggest impact non-fiction reality show of 2019. On an average, every week we had 9 million viewers, but ‘Khatron Ke Khiladi’ as a show on Colors had 222 million viewers.”

She further said, “Advertisers are willing to set aside budgets for winning properties. That’s why we’ve got such a great response even before the show goes on air. Every year this show grows stronger in terms of reach and revenue.”

According to BARC data, during Week 4 of 2019 (January 19 - 25) for HSM (U+R): NCCS all: 2+ Individuals, ‘Khatron Ke Khiladi 9’ was the most watched show on Hindi GECs (Urban+Rural) garnering 13,696 (000) impressions.

Viacom18 is also exploring digital partners for the show, but says that it is premature to share any details at present.

Jaipuria informed, “Every show that we do now has a viewership outside of TV. ‘Bigg Boss 13’ had 1.5 billion video views on VOOT and 2 billion on social media. ‘Khatron Ke Khiladi’ lends itself to the digital space even more.”

Marketing Strategy

Jaipuria told Adgully, “The biggest marketing that we have started for ‘Khatron Ke Khiladi’ is leveraging our own fertile platform.” ‘Khatron Ke Khiladi’ spots have already gone live on TV with Rohit Shetty appearing on OOH billboards as well. Colors, which has 20.6 per cent share of Hindi GECs and 497 GVMs as per BARC data for Week 3 of 2020, is leveraging its channel and portfolio of shows in a big way for creating buzz around ‘Khatron Ke Khiladi’.

During the weekday viewing, ‘Khatron Ke Khiladi’ spots are played during the shows ‘Vidya’ (7 pm), ‘Chhoti Sardarni’ (7.30 pm), ‘Shakti’ (8 pm), ‘Naati Pinky’ (9.30 pm) and the recently concluded ‘Bigg Boss 13’ (10.30 pm).

During the weekends, the spots have been appearing during ‘Naagin 4’ (8 pm) and ‘Bigg Boss 13’ (9 pm). To generate buzz for the show, Rohit Shetty made a surprise entry in the ‘Bigg Boss’ house in December. Colors also promoted ‘Khatron Ke Khiladi’ during the recently held Filmfare Awards.