Orchard Advertising creates a "torchaar" TVC with Akshay Kumar
The TVCs mark the launch of 4th season of Colors' flagship show Khatron Ke Khilaadi – Torchaar on 3rd June, 2011.
Neha S | Delhi | May 26, 2011
Khatron Ke Khilaadi - Torchaar shows 'Season 4', back with an aplomb, with Akshay Kumar - the brawny daredevil of Bollywood. 'Torchaar' is a term, coined by Orchard Advertising, the AOB who has created new promos for the show, hitting prime-time. Torchaar was coined to express 'torture multiplied by four, a term that will be synonymous with the torment the show dares to deliver.
"Be it Akshay with a cold and ruthless attitude or the contestants taxing their limits to death, this season will astound its audience with horrendous acts. 'Torture' was one word that captured the essence of the show and we thought it would be a memorable way to launch this season the Torchaar way,” commented Hemant Kumar Sivan, Executive Creative Director, Orchard Advertising, Mumbai.
Every season, the show touches higher levels of daredevilry acts, unimaginable and unthinkable to the human mind. This season, the communication started with a teaser campaign, show casing the torture Akshay is going through, in preparing for this extreme show that has moved beyond the normal realms of earlier competitions. Contestants are on a war footing, defeating their deep seated inner fears and emerging as the thunderous winners. The final contestant who survives will get an exclusive opportunity to feature with Akshay Kumar in a commercial.
“This time our brief to the agency was fairly challenging as we needed to communicate Akshay's comeback to the show for the 4th season of Khatron Ke Khiladi. Orchard came up with a very interesting concept of 'Torchaar' and followed up with great execution in association with MAD Films. Putting it together in record time with all special effects and CG was equally demanding”, said Rajesh Iyer, Associate Vice President - Marketing, Colors.
Rajiv Vishwanathan, Vice President, Orchard Advertising, Mumbai commented "It was great shooting with Akshay. His energy and attitude has made the commercials come alive. Having gone through rigorous training stunts, this Season Akshay will be seen in his meanest brutal avatar, stepping out of the usual levels of adventure.
Spiced with glamour and unexpected emotions, the ad is setting up the mood for the shows' release. Along with boys, the female participants have responded to the challenge very strongly. And Torchaar has grown into a strong advertising idea. It is seamlessly working not just on Television, but on Radio, Outdoor and also in building many ideas for on-ground activation.
Credits list
Agency
Hemant Kumar Sivan – Executive Creative Director
Rajiv Vishwanathan – Vice President, Branch Head
Kartik Katti – Brand Director
Siddharth Ravindran – Brand Associate
Production House – MAD Entertainment
Producer – Sunil Manchanda
Director – Marco Kalantari
Music – Vicky Goswami
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