Colors takes ’24’ action to a 3D game

21 Oct,2013

Mr Raj Nayak CEO COLORS, Mr Ankush Arora SVP Passenger Vehicles Business Unit (Commercial) Tata Motors and Anil Kapoor at the launch of 24 The Game at a Mall in Mumbai

By Fatema Rajkotwala


Following the mega launch of the Indian version of the espionage drama ’24’ earlier this month, general entertainment channel Colors announced the launch of an interactive mobile game, ‘Safari Storme 24 – The Game’ for an experience of the show on a 3D game format. ’24 – The Game’ was launched last weekend in the presence of a live audience at Mumbai’s Phoenix Market City Mall.


Developed by Gameshastra Solutions, the game aims at offering viewers to experience the real-time action of the show offline. It has been made available for free download in India on iOS and Android platforms and will allow players to live the life of ATU Chief Jai Singh Rathod, portrayed on-screen by Anil Kapoor. The game follows the show’s Season 1 plot where the male protagonist races against time to combat terror and protect the Prime Ministerial candidate from assassination.


Anil Kapoor, actor and co-producer of the show, enthusiastically connected with the crowd at the launch. Speaking about his digital counterpart he said, “As audiences 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.”


Talking about the USP of the game, Raj Nayak, CEO, Colors said, “This is India’s first-ever 3D game based on a television show. The game is also unique because the various levels and themes of the game will progress as the show progresses. It is an innovation that brings us closer to our audiences.”


The game is fast-paced and score-based where the player is a third-person, cover-based shooter whose goal is to single-handedly foil terrorist operations organized within Mumbai. ’24 – The Game’ allows to 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 4 types of A.I. that come with a variety of actions and behaviours.


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.


Tata Motors’ SUV brand Safari has partnered with the show for in-film placements. How much of these efforts translate into sales? Speaking to MxMIndia, .Ankush Arora, Senior Vice President, Passenger Vehicles Business Unit (Commercial), Tata Motors said, “The association has been great for our brand Safari, as the first Indian SUV and 24, as the first thriller-drama-action show is a great fit. We feel that the character that the lead protagonist plays perfectly suits the brand too. ”


Talking about future associations and customer initiatives for Safari, he added, “We have a very strong loyal customer base and we are looking at extending that to a digital platform by starting a Safari Owner’s Club. We will be announcing it very soon. Our association with the show will continue and be taken all around the brand.”


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One response to “Colors takes ’24’ action to a 3D game”

  1. wolverine says:

    how start the timer of mission 13

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