KKK gets meaner, competitive and tougher in its Torchaar format

Colors' flagship show Fear Factor Khatron Ke Khiladi went on air on the 3rd of June 2011, and will be telecast on the channel every Friday & Saturday at 9pm. This the show is back and in a partnership with Coca-Cola India Pvt ltd and the country's largest selling sparkling soft drink, Thums Up.

The partnership will look at presenting an innovative "integrated product' for the first time on Indian television. The show is a seamless integration of brand "Thums Up', the format "Fear Factor Khatron Ke Khiladi' and Thums Up brand ambassador "Akshay Kumar' on celluloid. This is also the first time that Thums Up has associated with a reality television show.

After three successful seasons Colors' "Khatron Ke Khiladi ' Torchaar' reaches the wild land of "South Africa' with 13 male and 13 female contestants.

Ashvini Yardi, Head of Programming, Colors, told Adgully, "This season we have a few stunts which involves wild animals and they are not trained at all, there are a lot stunts which were performed cable free. We made it a point that the stunts were designed at each level depending upon the capabilities of each contestant. Akshay is going to be really tough on the contestants this time and most of the stunts have been designed by him personally."

Acclaimed cinematographer Rahul Nanda has worked on the promos again and the promos are also going to be out in Punjabi and Marathi language.

The participants will be pushed off their comfort zone, the level of stunts and tasks will be extreme and intense than ever before, making this a deadly combination of drama and action on small screen! The winner will not only be bestowed with the coveted title of being the "Khiladi' but also chosen as the "Thums Up Thunder Star'. The "Thums Up Thunder Star' will get an exclusive opportunity to feature with the Thums Up brand ambassador Akshay Kumar in the brands new communication campaign.

Besides a series of unique on ground events across Hindi Speaking Markets (HSM), the show will be extended on 15 lac Thums Up & KKK 4 branded bottles.

Moreover Colors and eBay India have come together for an auction of an autographed jacket as well as a skull finger ring sported by Akshay Kumar on Khatron Ke Khiladi Torchaar.The funds generated would be donated to Concern India Foundation. A reputed non profit NGO which has been a helping hand to the under privileged with almost 20 years of experience. The charity auction will start on Tuesday, May 31 and will end on Thursday, June 9, 2011. The auctions will start at Rs. 1001/-.

Speaking on this development Rajesh Iyer, Associate Vice President Marketing, Colors, tells Adgully, "The collaboration is a good mixture of creating necessary buzz through a platform like eBay and our belief as a channel in supporting social issues. We were dabbling with this thought for sometime now and Khatron Ke Khiladi was an apt show to go ahead with this. We are targeting the online community of eBay to support this noble cause."

After showcasing content which fought for different social causes like stopping child marriages, Colors now intends to elevate its commitment towards the society with this association with eBay India.

The show will promoted across a 360 degree platform and which includes on ground activities and radio, print and robust digital campaigns. Iyer added that the channel is optimistic about the show and that for the necessary buzz the show will promoted a across social media applications.

This time the show's promotion has got more exciting as Gelato Italiano known for its innovative ice cream flavors launched a new flavor to complement the adventurous and tough spirit of the show. The new flavour is a combination of dark chocolate with strong freshness of mint. | By Prabha Hegde [prabha(at)adgully.com]

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