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UTV Action flags off on-ground car racing game

Partners with Jagran Solutions for the activation to promote its Movie of the Month

BestMediaInfo Bureau | Delhi | September 16, 2011

Living up to its path breaking reputation, UTV Action, the high octane channel adopts a unique innovation to promote its Movie of the Month – ‘Terminator Salvation’. Based on the concept of the sci-fi blockbuster, the channel created an exciting game that tests the racing skills of participants on a movie theme based racing track board. The activation started on 14th September and will go on till 16th September across media agencies in Mumbai, Bangalore and Delhi and will be carried out by Jagran Solutions.

The specially designed game tests the racing skills of players as they are made to tactically move a battery operated car through strategically placed red lights and creatures inspired from the movie. The catch in the game is surpassing these obstacles which will force the player to change his/her path and yet reach the finish line in record time. With each player facing a minimum of 3 obstacles, only those who manage to finish the race in the shortest time span will win the coveted Terminator Salvation title and goodies from UTV Action.

Speaking on the innovation, Sameer Ganapathy, Business Head, UTV Action said, “This being the first time that Terminator Salvation will be shown in Hindi on Indian Television, we wanted people to experience the true essence  of the film though a special on ground activation. The racing game has been designed keeping in mind the same and allows participants to enjoy in true Terminator style.”

“The idea was to create an engaging activity which would involve people and also give them a rationale of the film. Keeping this in mind we designed a racing track against the backdrop of Terminator Salvation and added elements from the film to capture the interest of the audience. It’s a unique game which has been created around the movie and is sure to receive a good response from media personnel,” says Pankaj Raj Kumar, National Head, Jagran Solutions.

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