“Our strategy to launch 2 tentpole properties every quarter on weekends has paid off”

After becoming a global phenomenon and being celebrated as the next generation quiz show, ‘The Big Picture’ on Colors is the first-of-its-kind property to showcase an exceptional amalgamation of knowledge and visual memory. This engaging content proposition has redefined the concept of game shows in India, with actor Ranveer Singh as the show’s host. The interactive format of ‘The Big Picture’ also allows the viewers to play from the comfort of their homes and win big. Produced by Banijay Asia, Salman Khan TV and ITV Studios Global Entertainment BV, the show airs every Saturday and Sunday at 8 pm on Colors and is also streamed on Voot and Jio TV.

Speaking about the show, Nina Elavia Jaipuria, Head of Hindi Mass Entertainment and Kids TV Network, Viacom18, said, “At Colors, we strive to raise the bar of entertainment for the audience with our variety of offerings. Whether it is introducing homegrown properties or adapting international formats, we push the envelope of innovation to give the best of fiction and non-fiction shows to our viewers. Staying true to our promise, we are proud to present India’s first ever visual-based quiz show – ‘The Big Picture’. Our audiences are ever-evolving, and consuming innovative audio-visual content has become an integral part of their lives. ‘The Big Picture’ is a befitting proposition as it gives an opportunity to answer visual-based questions and win real big. We are delighted to have BYJU’s as our presenting sponsor on the show and look forward to a great partnership. We are excited to kick off the festive season on a high note with the launch of two big properties – ‘Bigg Boss’ and ‘The Big Picture’ – to keep the momentum going.”

In conversation with Adgully, Nina Elavia Jaipuria speaks about the concept of ‘The Big Picture’, getting the viewers to also be an active participant of the show, Colors’ content strategy and much more.

Could you elaborate on the format and concept of ‘The Big Picture’?

For the last year and a half, we have been talking to our core audience across markets more to keep a pulse on what is happening with our viewers. We observed that everyone has been consuming content, stories, news, etc., mostly in an audio-visual format. It has become an essential part of our content consumption and communication process. Therefore, we thought, why not bring a show that works on knowledge, technology, and audio-visual. That’s the core of the show. ‘The Big Picture’ format is about visual memory and knowledge and tests viewers on these two parameters. The content is contemporary and new age that meets the needs of the ever-evolving audience. At the same time, it is universal and appealing to every single family member.

The show, which premiered on October 16, will be on air every weekend at 8 pm for 13 weeks. We will have contestants playing the game with Ranveer on every episode, based on their playtime. There will be 12 visual questions and the contestant must commit to an answer and pick the buzzer to move on to the next question in 60 seconds. Every question, of course, has money attached and a Rs 5 crore jackpot question (as well). There are two lifelines – the ‘India Waale’ lifeline and the ‘Ghar Waale’ lifeline. The India Wale lifeline is the innovation where viewers can participate (by registering on our OTT app Voot) and get a chance to win 25 per cent of the prize money.

Why do you feel Ranveer Singh to be the perfect fit for this show as a host?

The onset of such an engaging content proposition in India needs someone who can make it even more engrossing for our audience. Ranveer Singh brings his stardom, versatility, and energy in his inimitable style to the table. His fandom cuts across gender, age, geography, and he can garner eyeballs across demographics to sample this show.

How are you creating engagement for the show?

Colors has devised a 360-degree multi-screen, multi-city, high investment campaign spreading across the length and breadth of the country to build visibility and awareness of the show. Various marketing and digital mediums have been tapped innovatively to do the same. A high-frequency promo campaign will run across the network and non-network channels, local cable channels and major DTH service operators. High impactful ads are being planned in key HSM publications along with an extensive Out-of-Home campaign on Billboards, Bus Shelter, Radio Cabs, Railway and metro stations, auto rickshaws and tempos. On the digital front, innovative campaigns like ‘The Big Picture Ki Paathshala’ and #TaqdeerKiTareekh will be carried out on the OTT platforms, social media, Voot and Jio TV. In the launch week, the audience also got a personalised invite from Ranveer Singh to watch the show using AI technology. With this extensive and innovative campaign, the channel has been able to optimise impact and reach across its digital community of 110 million. As a part of the influencer outreach, Colors has roped in notable social media personalities and artists to bring alive the concept of ‘The Big Picture’ by posing against popular monuments and iconic locations across various cities.

What will be the role of the viewers in the game?

This show is going to be very democratic and very universal, which is very high engagement. This is not just a show for passive watching. The viewers can equally participate and be a part of the show as much as the contestants. Its every aspect will become a wholesome offering for the viewers. The ‘India Waale’ lifeline is another innovation, wherein the viewers can participate from the comforts of their home in real-time by logging on to the Voot Select app and winning a substantial share of the player’s prize money. When any player opts for the ‘India Waale’ lifeline, the first individual out of the ‘India Waale’ panel to answer correctly will be chosen to partner with the player and win a 25% percentage of the winning amount. With another lifeline called ‘Ghar Waale’, the contestants can seek help from their family and friends to give the correct answer.

Additionally, the viewers can also participate and win money with the Weekend and Weekday play-along on Voot app. In every episode, Ranveer Singh will ask a question and users will have to submit their answers on the Voot app. Lucky winners shall stand a chance to win money. For Daily play-along, a new question will appear on the Voot app daily, giving the audience a chance to win money throughout the week as well.

What will be the duration of the show?

The episode will be for one and a half hours, every Saturday and Sunday at 8 pm, with a total of 26 episodes across 13 weeks.

Who are the sponsors that have come onboard for the show?

We have BYJU’S and CoinSwitch DCX as the presenting sponsors. The show is powered by Kotak Mahindra Bank and Cadbury Dairy Milk. We also have Bikaji, LIC, RBI and Haier on board.

How are you spicing up your weekend offerings?

As a brand, Colors stands for comprehensive variety entertainment that we provide to our viewers across formats – be it fiction or non-fiction. While we have varied fiction shows airing on weekdays, our strategy of launching two tentpole properties every quarter on the weekends has always been a success. We have kicked off the festive season with our big-ticket plans as there is a big uptake in consumer demand, giving a major boost to advertising spends. We have ‘Bigg Boss’ and ‘The Big Picture’ for the quarter. As they finish its run, we will launch two new properties in the next quarter. We have a very robust content pipeline to bring viewers to the channel.

What does the content slate look like in the coming months? Are there any plans regarding special programming during the festive season?

Colors has always been a pioneer in bringing innovative and fresh content to our viewers, and we will continue to do so. The festive season allows us to integrate shows further and bring engaging entertainment to our viewers. As mentioned earlier, we have a few new shows lined up. ‘The Big Picture’ premiered during the Dussehra weekend. Then there is ‘Sirf Tum’, a romantic drama produced by Rashmi Sharma Telefilms starring Vivian D’Sena and Eisha Singh, followed by ‘Hunarbaaz Deshi Ki Shaan’ with veteran actor Mithun Chakraborty, which will launch soon.

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