After successful completion of India Bike Rally, the first ever full-fledged reality contest online, Bigadda.com, the youth networking site from Reliance ADA Group, has come up with another reality show, called ‘Revital Get Fit India’.
The concept of online reality show is not a tried and tested formula yet, and this is Bigadda.com’s second reality show using only the online medium. Ibibo.com had earlier launched a show called ‘Ibibo Superstar’, but that was also in synergy with the television medium through MTV.
Commenting on the kind of response the show has generated, Mandar Natekar, Head for Revenue and Marketing, Bigadda.com, said, “It was taken phenomenally well by our users. Though areas like health and fitness are still very niche in India, the response was fantastic. We had a total of 3,000-plus registrations from all over India to participate in ‘Revital Get Fit India’, where the maximum response came from Mumbai, Delhi, Bangalore, Kolkata and Mohali. The final 26 contestants who have been selected from five cities are very enthusiastic about the show and are highly motivated to give their best and meet their fitness goals. Every participant had an interesting story to tell about why they wanted to join Revital GFI are already working out on a daily basis to compete with themselves against their set target fitness goals.”
On being questioned about the risk involved in such ventures, Natekar said, “There was absolutely no risk. After the successful completion of IBR (India Bike Rally), which was our and India’s first web-based reality show, we had nailed the format and concept beautifully. We had also by then identified health and fitness as the next best thing that’s driving India and launched ‘Revital Get Fit India’ to fill that gap. Thankfully, our title sponsors Revital believed in this property as much as we did and we were good to go. We were also able supported by Equal, who are the co-presenters of ‘Revital Get Fit India’.”
The microsite – gfi.bigadda.com – has not only been designed for the reality show, but also for a user segment that is health conscious. Sub-heads like Recipes and Gallery have content around low-calorie yet tasty cooking methods and work-out videos, pictures, etc. One of the sections called ‘Zone’ is dedicated to the title sponsor Revital, wherein there is another set of interactives like Revital Top Blogger, Revital Confession Box and so on.
Elaborating on this, Natekar said, “Importantly, we have created a lot of content for users (non-participants and followers) on gfi.bigadda.com to keep them engaged apart from the blogs, photos and videos, which the participants will upload. The additional information will include a lot of information like workout routines, diet charts, fat free recipes and other health and fitness related trivia. We are already seeing a huge surge of traffic on gfi.bigadda.com and I am sure it is only going to increase in the weeks to come.”
When asked about the number of users that the microsite had attracted and the online traffic, Natekar said that it was too early to come out with numbers.
On being asked what made Revital get associated with a new concept like this, Sunit Kishore, Category Manager – VMS, Ranbaxy, replied, “The concept of a fitness reality show offered perfect synergy with our brand Revital. For over 20 years, Revital has stood for fitness among millions of loyal users and is helping people live a fit and active life with the promise of ‘Jiyo jee bhar ke’(Live life to the fullest).”
When asked about the kind of brand retention in an online user’s mind vis-à-vis TV viewers, Kishore said, “Online media definitely offers far superior opportunity for any brand to engage with its consumers. It also presents enormous possibility for brand innovations like the Revital online cricket game, which we recently launched. Moreover, for any brand to be relevant for today’s younger generation, digital media is a must.”
The ‘Revital Get Fit India’championship kicked off on May 6 in Mumbai, Delhi, Bangalore, Mohali, and Kolkata, where participants are battling it out at the respective Gold Gyms (the fitness partner). Twenty-six contestants are undergoing a rigorous a workout regime that includes cardio, nutrition, wellness and weight training sessions. The participants will upload a daily diary on the website, along with photographs and videos, followed by voting by the site surfers. The top five voted contestants will get a chance to inch closer to the championship title.