Thums Up follows its brand ambassador to integrate with the show as the presenting sponsor; to feature the winner in its new campaign.
BestMediaInfo Bureau | Delhi | April 5, 2011
COLORS’ flagship show Fear Factor Khatron Ke Khiladi in partnership with Coca-Cola India Pvt ltd and the country’s largest selling sparkling soft drink, Thums Up, is all set to present 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 summer, the audiences can expect the best of action unfold as India’s thrilling reality show Khatron Ke Khiladi returns with the Asli Khiladi Akshay Kumar as the host. Season 4 promises ‘Torchaar’ and extreme adventure and inculcates the spirit of pushing boundaries to experience that one moment of thunder. 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 striking hunks and 13 female partners. An exciting bouquet of 13 women from different walks of life will be paired along with common heroes! 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.
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. 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.
Ashvini Yardi, Head of Programming, COLORS says, “With every season of Fear Factor Khatron Ke Khiladi, our endeavor is to present something new, exceptional and clutter breaking to the viewers. This season, KKK4 has been recreated with Thums Up as a complete integrated product for television. Both brands are synonymous with action, high-energy and ‘I will do anything’ attitude. Also, Akshay Kumar returns as the host along with 13 men attempting the deadliest stunts shot in the exotic locales of South Africa, Khatron Ke Khiladi ‘Torchaar’ making it a must watch this summer.”
Akshay Kumar who believes in performing every stunt prior to the boys has gone through rigorous training himself. Straining every muscle of his body he is back with a vengeance only to break hell loose on the boys.
Talking about his comeback on Khatron ke Khiladi ‘Torchaar’ Khilaadi of Bollywood, Akshay Kumar says, “It feels good to be back to my home ground with Khatron Ke Khiladi and it is exciting to do something which I love to do – adventurous stunts. As the name suggests it will be ‘torchaar’ to the core and the boys will be expected to perform some really edgy stunts. The girls too can shed their vanities and nervous giggles and be prepared to face challenges thrown their way. I am going to be absolutely tough and brutal with the boys and yes it will be worth watching.”
This summer, Thums Up has stormed its fans with a new ‘Taste the Thunder’ communication initiative- ‘Yeh Toofan’ featuring ‘Akshay Kumar’. In the latest campaign, the Khiladi reminiscence about the several thunder packed action stunts for his favorite bottle of Thums Up. The communication takes the ‘I will do Anything for my thunder’ attitude to the next level, where Akshay is seen, back in thick of action, performing some adrenalin pumping action such as crashing through the window of an exploding high rise, snatching a Thums Up bottle from jaws of a vicious alligator, taking on a mob of angry gangsters to swimming through strong rapids.
Talking about the association with COLORS, Wasim Basir, Director- Integrated Marketing Communication, Coca-Cola India said, “Thums Up has always believed in adding action, attitude and adventure into the lives of its consumers. The brand is all about dare devilry and a go getting spirit. Our association with KKK 4 amplifies the core creative idea and the values that the brand stands for. A key element of the association is also our aim to identify the Thums Up Thunder Star from amongst the participants in KKK 4. The Thums Up Thunder Star who will emancipate the values of the brand will get a once in a lifetime opportunity to share on-screen space with Akshay Kumar. The association is a perfect fit because a Thums Up loyalist will go to any extent – whether to grab his favourite bottle of Thums Up or make his way out of a difficult situation. We anticipate that the show will continue to set benchmarks in the reality television space.