Life OK set to roll out 'The Bachelorette India' to help Mallika Sherawat find her love

Starting October 7, Life OK's first big ticket reality series showcases Mallika Sherawat's journey to find true love as 30 final contestants fight it out for her 

BestMediaInfo Bureau | Delhi | September 9, 2013

(L-R) Ajit Thakur, Mallika Sherawat and Rohit Roy

Bollywood diva Mallika Sherawat, who stunned the nation with the announcement of her participation in Life OK's 'The Bachelorette India – Mere Khayalon ki Mallika', is ready to set the ball rolling. The show has commenced shooting for the reality series at Udaipur's Fateh Garh Palace. Termed as the 'Bachelorette Mansion' for the duration of the show, the heritage palace will serve as the perfect background to the series amidst the mountains and lakes.

The Indian version of the globally acclaimed TV series is packed with a desi punch which will be high on entertainment quotient as a host of celebrities will help Mallika make the right choice. Starting October 7, 2013, the series will showcase an epic battle between the 30 final contestants as they fight it out for Mallika's love.

Ajit Thakur, General Manager, Life OK, said, “The Bachelorette India – Mere Khayalon ki Mallika is a huge property for Life OK. We have the perfect blend of Bollywood, TV, music and even the contestants to entertain our viewers. The show received a whopping 127,000 unique entries and we have carefully chosen the best of the lot to take part in the series. We are confident that the show will strengthen Life OK's programming and set another benchmark in quality entertainment.”

Mallika Sehrawat commented, “Every girl dreams of finding her fairy tale love story. In the past few weeks, everywhere I have gone, men have tried to propose to me or charm me. Now I have these dashing men from across the country by my side who will fight it out to win my love. It is a battle between the boys, a battle in which the one who deserves the best will trounce the rest.”

Mallika Sherawat's grand entry on a throne at The Bachelorette India Press Conference in Udaipur

Taking the show to a new level, Rohit Roy will be seen hosting the series. As the presenter, Roy will serve as the bridge between Mallika and the contestants. He will not only be a friend and confidant to the bachelorette, but will also maintain close relations with the contestants.

Life OK has roped in a consultant from Los Angeles, Roy Orecchio, who will mentor and guide the show's creative throughout the season. Having worked on reality series produced in the USA, Roy is the first consultant from Hollywood for any reality series on Indian television.

Life OK has planned a series of disruptive campaigns to promote its first big ticket show. The channel will be rolling out a hilarious TVC conceptualised by Ogilvy & Mather, Mumbai on September 15 across 40 channels outside the Star India Network. Besides, the channel has planned a heavy outdoor campaign across 50 cities including LC1 towns.

The channel will also launch on-ground activations to reach its target audiences across 90 cities with a War-room bus travelling to these towns. With a strong belief that digital penetration has tremendously increased in smaller towns, the channel is set to launch a digital campaign across all the possible platforms.

Pratik Seal

Elaborating on the marketing campaign, Pratik Seal, Marketing Head, Life OK, said, “We are coming up with clutter-breaking innovations to promote the show. For an example, we are integrating radio with digital and both the mediums will complement each other. Conceptualised and executed by Thouthshop, our digital campaign will also be integrated with outdoor. Even the bus tour will be streamed live on social media to ensure maximum engagement. Interactive mobile apps for the show across the platforms will be launched soon.”

“While we will reach most of the cities through radio, on the launch day we will have print campaign across all the Hindi-speaking markets,” Seal added.

In a quest to finding her love story, Life OK and Mallika Sherawat have selected the most eligible men from across the globe to bedazzle her. This was done after a series of interviews, auditions and background checks. All the selected contestants come from varied background – from professors, dentists, lawyers, businessmen, actors to DJ, RJ and bike enthusiasts. Two contestants from the USA will add to the variety. The top contenders will participate in different activities to sweep Mallika off her feet. They will not only compete in various tasks but also add their own personal touch to everything they do. The series will be full of real emotion, right from love, admiration to anxiety and confusion.

The Bachelorette India – Mere Khayalon Ki Mallika has been produced by SOL Productions. Having officially acquired the rights of the international reality series, The Bachelor, Life OK will strictly follow the format of the original series. At the same time, the channel will stay true to its promise of adding in Indian flavour to the much awaited reality series.

Info@BestMediaInfo.com

Info@BestMediaInfo.com