COLORS of adventurous marketing for Khatron Ke Khiladi 4
From live stunt to zebra crossings, the channel used all possible medium including huge fire illusion of Khiladi.
Neha S | Delhi | June 6, 2011
COLORS is known for promoting its shows in grand style and this time too the channel has launched its adventure reality show Khatron Ke Khiladi 4 in a grand fashion. Innovative campaigns for the show, hosted by superstar Akshay Kumar, have been rolled out with a focus on outdoor activities. First live stunt by the Khiladi at Filmistan on the eve of the launch of the show and then huge fire illusion in Mumbai are a few innovations among many unique activities by the channel.
The channel has put in a lot of focus on show's marketing strategy and it clearly shows in the promotional campaigns for the big ticket show. The show has left no spot vacant and has even taken over zebra crossings across city painting them a KKK fiery yellow.
The Fire Illusion:
The Live Stunt:
The Zebra Crossing:
The Ice Cream:
This unique marketing spree for the show started with major ice cream brand Geleto launching KKK flavor ice creams. The flavor in honor of the show is called the Khatron Ke Khiladi Torchaar flavor. It will be available for a month, to coincide with the launch of the show. “India's favorite adventure reality show Khatron Ke Khiladi is a show that dares people to look beyond fear, to try out something new and challenging. Taking a step further in this direction, we are teaming up with Gelato in giving the viewers a real taste of excitement. The KKK Torchaar flavor, just like the show, promises to take the viewers on a thrilling ride.” said Rajesh Iyer, Assistant Vice President Marketing, COLORS.
Innovation for the show didn't stop here. Commuters on Mumbai's local railway are getting instructions on safety from the action hero. Akshay Kumar's voice is teaching local railway commuters how can they make their travel safe.
A very different innovation has been done for channel's outdoor campaign. “The responsibility of creating the out -door & print campaign has been handed over to veteran Rahul Nanda whose creativity stretched from the obvious to the outrageous. Designed by the man himself the outdoor innovation involves hoardings that provide the illusion of being on fire,” said Iyer.
The print campaign for the show was transcended across 50 HSM markets. The campaign pans out across 25 channels and on the radio with Radio City as the partner.
“COLORS' has also put up Akshay Kumar's show gear for auctioning on eBay with proceeds being sent to Concern India. And all this is rounded up with a robust digital plan that includes an IVRS live chat with Akshay for all Airtel Subscribers,” informs Iyer.
The channels has also tied up with Thumbs Up for Khatro Ke Khiladi 4 “This collaboration for KKK 4 brings a combination of COLORS' reach and Thums Up's distribution strength to reach out to audiences across India and marks a deeper penetration for both brands,” said Iyer
As we all know Akshay Kumar is also a face for Thumbs Up and has shot many adventurous and dangerous commercials for the soft drink brand.”Besides a series of unique on ground events across HSM markets, the show will be extended on 15 lac Thums Up & KKK 4 branded bottles. The show will extensively use OOH media and interesting use of ambient advertising like Truck backs.” Iyer added.
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