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Khatron Ke Khiladi 10 will be bigger riding on the biggest ever season of Bigg Boss, says Colors’ Nina Elavia Jaipuria

As the new season of Khatron Ke Khiladi hits the screens this weekend, Head of Viacom18’s Hindi Mass Entertainment and Kids TV Network says the channel has passed on the success baton of Bigg Boss to the stunt-based show

From L to R: Shital Iyer ( Non Fiction Head at COLORS), Manisha Sharma (Chief Content Officer, Hindi Mass Entertainment ), Rohit Shetty & Nina Elavia Jaipuria (Head, Hindi Mass Entertainment and Kids TV Network

After experiencing huge success with Bigg Boss, Hindi GEC Colors is all set to launch the 10th season of its successful reality show ‘Khatron Ke Khiladi’. The show produced by Endemol Shine will take the 9 pm slot on Saturdays and Sundays from February 22, 2020.

Also read: Bigg Boss or IPL — what offers more value for money to advertisers?

Talking to, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said Khatron Ke Khiladi will leverage the success of Bigg Boss.

“Our biggest promotional leverage for Khatron Ke Khiladi this time was Bigg Boss. Since it was coming right after, we realised what better platform to leverage than our own,” she said.

Talking about leveraging on the success of other shows, she said they promoted Khatron Ke Khiladi in other slot leaders. “Even though these activities can’t be measured, they do help. Our platform has been the biggest marketing tool for us,” she said.

Talking about the show’s marketing plan, she said they have big plans for digital and outdoor. For promoting the show, a special challenge for social media will be made open for contestants and viewers alike.

“KKK also lends itself to outdoor; Rohit Shetty hoardings are out there already. You will see some radio buzz, we have Malishka on the team. This particular show lends itself a lot to digital. We have a very big digital marketing strategy. We will start this off with social media, which is Facebook, Instagram and TikTok where we will throw a daring challenge. First, it will be taken up by the contestants and then it will be open for viewers. There is a lot of short-form content we have for the show while it was being done in Bulgaria,” Jaipuria said.

The last season of Khatron Ke Khiladi was a major success for Colors and it hopes to continue with this season as well. “The last season was the biggest season for us. Through all the airings of Khatron Ke Khiladi, we reached about 222 million viewers. We are hoping we stay true to that and deliver. We are hoping everyone who watched Bigg Boss come back to watch Khatron Ke Khiladi as well,” she said.

Talking about the sponsors and advertisers’ response to the show, Jaipuria was hopeful that more advertisers would come on board with better ad rates. At a time when broadcasters are struggling to fill their inventories, she is confident that it will have a full house.

“It’s an expensive show but we are hoping to make a significant profit as we did for Bigg Boss. Bigg Boss was a big success even from a business perspective despite being expensive,” said Jaipuria.

“We are happy to have three sponsors with us even before the show has started. We’re delighted to have Maruti back which has come back from last year. We have Mountain Dew, and as the brand’s DNA is about taking risks, so there could be no better fit in my mind. The third sponsor on air is Balaji as a snack partner. The minute the show goes on air, we are going to have more brands jump on the bandwagon,” she said.

Asked how different will this season be from its previous versions, Jaipuria said the show’s location, contestants and specially designed stunts will add to the freshness of the season.

“I think Bulgaria will add complete newness to the show. It looks very fresh and new. Bulgaria had its own challenges and just to come around those challenges you innovate even more. You will see that happening on the show, you will see some stunts. The DNA of the show is stunts and with Rohit Shetty, it cannot get any better. He himself has curated and designed some of these stunts. Another thing that will add new flavour to the show is the contestants. It’s a very eclectic mix. Some are from TV, one is from radio and another is a choreographer. So it’s a very different mix that brings its own chemistry to the show,” she said.

Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, said, “Khatron Ke Khiladi is one of our marquee properties that presents a perfect blend of action and entertainment. This season, 10 audacious contestants have been carefully handpicked to be a part of Darr Ki University helmed by our host Rohit Shetty. He has been an integral part of our journey and will give this season his personal touch by designing some of the daredevil stunts. For the first time, the season has been shot at picturesque locations of Bulgaria that serves as a perfect backdrop for the thrilling experience. The contestants will be accompanied by creepy crawlies, deadly animals and innumerable hurdles on their journey that will increase the challenges manifold.”

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