Colors accelerates with '24 – The Game' in 3D

This is the first time a 3D action game has been launched for a show in the Indian television industry

BestMediaInfo Bureau | Mumbai | October 21, 2013

Hindi GEC Colors has taken no small measure to make sure its newest espionage series, 24, is a hit with viewers. From big scale launches to a snazzy look, from digital emphasis to city tours with Anil Kapoor – Colors has done it all. After two weeks of the show going on air, an interactive game has now also been launched based on the series.

Introduction of this 3D game marks the first-time-ever that an Indian GEC is providing viewers with the opportunity to experience the real-time action of the show offline. Developed by Gameshastra Solutions, the game will be available for free download in India on iOS and Android platforms starting today and will allow players to live the life of ATU Chief Jai Singh Rathod, portrayed on-screen by Anil Kapoor, as he races against time to combat terror and protect the Prime Ministerial candidate from assassination.

Raj Nayak, CEO, Colors, said, “Colors has always taken pioneering decisions to enhance viewer engagement and the launch of '24 – The Game', India's first-ever 3D game based on a television show, is one such innovation that brings us closer to our audiences. Through the game we are providing audiences with the unique opportunity to step into the shoes of Jai Singh Rathod and experience the show first-hand, thereby enhancing their overall experience.”

The fast-paced and score-based game is a third-person, cover-based shooter game enabling players to single-handedly foil terrorist operations organised within Mumbai. '24 – The Game' allows audiences to step into the shoes of ATU Chief Jai Singh Rathod and explore his various characteristics over a course of 30 levels. Players will be privy to an arsenal of weapons along with support powers like health packs, additional guns, Harrier Strike and Missile Barrages that can be purchased through redemption of points earned during the game. All players will also be able to compare their standing as they race against time with each other through the Local Leaderboard which will share their score details with other gamers. The quickly accessible and intuitive control schemes allow players to experiment with four types of AI that come with a variety of actions and behaviours.

Incidentally, Colors is not new to the game launch scene. It had earlier launched successful versions of Big Boss, Jhalak Dikhlaja and Comedy Nights with Kapil on the digital platform. But this is the only one which is in 3D and is a live-action game with many variations of scenarios. One can start playing from a location like Dadar or Worli and move on to more areas of Mumbai.

Ankush Arora, Senior VP, Passenger Vehicles Business Unit (Commercial), Tata Motors, said, “We are excited and very happy to sponsor Safari Storme 24 – The Game. This is the next step in our association with Colors and 24 and it offers us an exciting platform to demonstrate the true capability of the Safari Storme, which delivers performance and comes with technology rich features. Gamification is a great innovative medium and the latest buzz word in the ad world. It breaks through the clutter as it gives brands a unique platform to present to its customers key attributes of the product. With this association, Tata Motors showcases itself as a creative and innovative brand that always places its customers at the core of its existence. The series 24 has been an instant hit and we hope the game is also well received.”

Speaking about the game concept, Vivek Srivastava, Head – Digital, Colors, said, “With the availability of multiple touch points, it has become critical for broadcasters to reach out to their target audiences using newer avenues such as social media, and online and digital tools. With the launch of '24 – The Game', we are looking forward to creating a surreal '24' experience, which with its slick graphics and easy controls will keep audiences entertained. The game's various features and support powers are sure to become a great hit with audiences thereby keeping them engaged on a daily basis. We are going full throttle to market the game as well. We will be promoting it on air, on our own platforms and also on the digital media.”

Anil Kapoor, actor and co-producer, said, “With the launch of '24 – The Game' we are looking at bringing the '24' experience to the audiences' fingertips. As they take on my role as ATU Chief Jai Singh Rathod on their mobile phones, players will have to race against time to protect the city against terror attacks. The fast-paced game shares multiple characteristics with the show which will only add to viewers' overall experience.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com