Launches adventure-based mobile game to engage viewers; cutting-edge OOH across 70 cities, and extensive social media activities. The 5th edition of the show premieres tomorrow and will air every Saturday and Sunday at 9 PM
BestMediaInfo Bureau | Mumbai | March 21, 2014
Setting benchmarks in the reality show genre on Indian television, Colors has conceptualised a high octane marketing campaign for the latest season of Khatron Ke Khiladi. With a view to heighten engagement, the channel has etched out a 360-degree marketing campaign to deliver its brand message loud and clear. The campaign includes print, cable, radio, promo exposures on various network and non-network channels, interesting OOH creatives and a mobile app.
To begin with, the channel has painted the town black and yellow with distinctive hoardings placed at various consumer touch-points across 70 cities a week before the launch to seed in the key messaging of the show. Replete with star power, the campaign has never before seen stunt and fear-inducing illustrations to attract maximum eyeballs.
Next in line is the launch of a one-of-a-kind adventure-based mobile game called ‘Khatron Ke Khiladi – The Game’ on March 22, coinciding with the day of the show’s launch. The app, designed by Gameshastra Solutions, has been devised to challenge the fear of heights of the players. While playing, a performer has to maintain balance walking on a tight rope while passing through the dense jungles of South Africa. The app will also enable players to purchase branded in-game merchandise for their respective characters. Scoring for the game will be on the basis of the distance that one has been able to cover while walking on the tight rope before they lose their balance and trip due to factors including wind conditions and rope oscillation. The game will be available for download on iOS and Android platforms.
Along with the game, the social media will be buzzing with interesting activities on Facebook, Twitter and Instagram. From the first look of all the contestants and exciting trivia from the shoot in South Africa, to some hilarious bloopers and behind-the-scenes videos, digital audiences will be in for a visual treat as the excitement of the show will unfold on their fingertips.
Along with the digital campaign, Colors has devised a comprehensive marketing campaign for ‘Khatron Ke Khiladi – Darr Ka Blockbuster’ across other mediums as well. It has partnered with Radio Mirchi as exclusive radio partner who will engage listeners over a period of 17 days through 17 stations across the country. Radio Mirchi will review the show’s blockbuster opening on their premium property ‘Blockbuster Budhwar’ along with small segments interspersed during the day called ‘Meri Life Ka Blockbuster’ which will highlight the achievements of real-life khiladis from the entertainment industry.
These specially designed marketing initiatives, with an overall outreach programme involving over 4,500+ spots on television, 75-plus editions of key print, over 9,000 radio spots, OOH covering 70 cities and DTH imprints aim to target the right audience and grab their attention through at least one consumer-led touchpoint during the launch week.
Speaking about the initiatives, Raj Nayak, CEO of Colors, said, “Idea presents Khatron Ke Khiladi powered by Gionee Smart Phone is a show which brings together thrilling action and entertainment which, under the expert guidance of stunt maestro Rohit Shetty, has the makings of a masaaledaar blockbuster. We have designed a comprehensive digital and marketing campaign for the show that promises to engage audiences at multiple touchpoints to create a strong recall value. The innovations including the adventurous mobile game and action-packed outdoor creative, strategically designed to amplify viewer experience as they tune in for the show.”
Produced by Endemol India, the 5th edition of Khatron Ke Khiladi – Darr Ka Blockbuster will bring together 15 celebrity contestants as they perform stunts to overcome their deepest phobias under the expert guidance of Bollywood’s ace action entertainer Rohit Shetty. The show will also witness a change in format that will further engage audiences week after week. Unlike previous seasons, contestants will not have access to partners who will hold their hands through some of the toughest tasks. Additionally, every episode of the show will feature three different stunts with a unique set of contestants participating in each stunt.
Khatron Ke Khiladi brings together a mix of male and female contestants who are bound together by their elemental fears. Some of the contestants who will be seen trying to conquer their phobias include the famed actor known for his versatility, Ranvir Shorey, reckoned anti-hero Nikitin Dheer, stunning diva Mugdha Godse, door-crashing expert Dayanand Shetty, ladies’ man Rajniesh Duggall, gorgeous cricket commentator Rochelle Maria Rao, Bigg Boss Season 7 winner Gauahar Khan, television’s angry young heartthrob Kushal Tandon, television’s most loved jodis Gurmeet Choudhary and Debina Bonnerjee and Karanvir Bohra and Teejay Sidhu, popular television crusader Pooja Gor, ace dancer turned actor Salman Khan, and Bollywood’s real action heroine Geeta Tandon.
The latest season of Khatron Ke Khiladi – Darr Ka Blocbuster will see Idea Cellular as the presenting sponsor along with Gionee Smart Phone as the powered by sponsor. Associate sponsors include Mahindra Scorpio and Amul Macho.