Colors undertakes largescale marketing blitzkrieg for KKK

21 Mar,2014

By a correspondent


The show is about to hit the airwaves in a day’s time but what has been making news is the promotional blitzkrieg that’s being undertaken by the channel. Colors has conceptualized a high octane marketing campaign for the latest season of ‘Idea presents Khatron Ke Khiladi’ powered by Gionee Smart Phone.


With a view to heighten engagement and make an impact, the channel has etched out a 360-degree marketing campaign to deliver its brand message loud and clear. The campaign covers the entire gamut of media including Print, Cable, Radio, Promo exposures in various network and non-network channels, interesting OOH creatives and an impressive mobile app.


Of the various initiatives undertaken, the channel has painted the town black and yellow with distinctive hoardings placed at various consumer touch points across 70 cities in the country a week before the launch to seed in the key messaging of the show. Replete with star power, the campaign spells of sheer magnificence and never before seen stunt and fear inducing illustrations in order to attract maximum eyeballs.


Next in line is the launch a one-of-a-kind adventure-based mobile game called ‘Khatron Ke Khiladi – The Game’ on March 22, 2014, coinciding with the day of the launch of the show. The app designed by Gameshastra Solutions Pvt. Ltd, 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 also devised a comprehensive marketing campaign for ‘Khatron Ke Khiladi – Darr Ka Blockbuster’ across other mediums as well. The channel has partnered with Radio Mirchi as exclusive radio partners 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 4500 + spots on television, 75 plus editions of key print, over 9000 Radio spots, OOH covering 70 cities and DTH imprints aims to target the right audience and grab their attention through at least one consumer-led touch-point during the launch week.


Raj Nayak

Speaking about the initiatives, Raj Nayak, CEO – 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 touch-points 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.”


The latest season of KKK 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.


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