COLORS Breaks Guinness World Records Of Promotion

Puts up the Fastest Flex Mounted Bill board; breaks the record of the Longest Parade of rickshaws.

BestMediaInfo Bureau | Delhi | March 16, 2011

COLORS has made an unprecedented move of staging two record breaking events to mark the launch of 'Guinness World Records - Ab India Todega' which premiers this Friday, March 18, 2011 at 9 PM. The show promises to be a one hour visual treat of awe-inspiring, bizarre, unforgettable and 100% entertaining record breaking acts by Hindustanis and COLORS has created an innovative marketing approach in keeping with the show's unique format. COLORS has created two record breaking events which saw Indians securing their places in the books of Guinness World Records™.

COLORS staged a record attempt for the Guinness World Records™ title for the “Fastest Time to Mount a Flex Billboard.” Four mounters courageously fixed the flex of 100 Ft (W)*20 ft (H) at a height of over 60 feet without any helmets or harness in a record time of 20 mins and 51 seconds at V Mehta Road, JVPD Scheme, Mumbai on March 11. The record was broken with the support of Mudra Max's OOH arm, Primesite.  It usually takes 7 mounters over 90 minutes to fix a billboard of such dimension and the record breaking achievements of the team of four mounters earned them recognition from Guinness World Records.

To create an on ground buzz, COLORS also created an event where Maharashtra Rickshaw Chalak Sena  set a new world record for the “Longest parade of rickshaws”. This record was previously held by Thailand's Special Journey Company Ltd of 175 tuk tuks that traversed a distance of 3.2 kms has now has been broken by COLORS in India. This 5 Km Parade of 290 rickshaws was attempted at Eastern Express Highway on March 13. Both these record attempts were adjudicated by Raymond Marshall, Head of Legal & Business Affairs at Guinness World Records™.

COLORS' launched an on-air initiative with a series of promos featuring Preity Zinta attempting to break Guinness World Records which have created the much deserved hype and inquisitiveness. To further boost awareness, COLORS has planned a 360-degre marketing approach to promote the show across all mediums, including a Radio Partnership with BIG FM.

Speaking on the innovative marketing initiatives, Rajesh Iyer, Associate Vice President- Marketing, COLORS said, “The uniqueness of Guinness World Records – Ab India Todega lies in the fact that an Indian will get a chance to break world Records and etch their names in history. We extended this concept into the marketing campaign as well. It was only logical to kick off the launch of this show with Indian people earning their place in the Guinness World Records™.”

Guinness World Records™ is the world's number one authority on record breaking. Guinness World Records™ television shows are watched in over 90 countries by more than 250 million people. After conquering accolades in each fraternity, India will achieve the peak of accomplishment on human achievements from pulling the heaviest vehicle by hair to flipping omlettes, from swallowing most number of swords while juggling; to most number of backward flips. 'Guinness World Records - Ab India Todega' promises to be a one hour visual treat of awe-inspiring, bizarre, unforgettable and 100% entertaining record breaking acts by Hindustanis premieres on Friday, March 18, 2011 at 9 PM. Bollywood's dimpled star Preity Zinta who debuts on small screen is all geared up to motivate the contestants and beat every world record thrown their way.  The Indian version is being produced by Miditech Pvt limited.

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