Channel [v] has brought on a little bit of, what it calls, ‘Indian madness’ with its new game show ‘Bingo (V) Full On!’, which went on air from October 31. The show airs on Fridays, Saturdays and Sundays at 7-7:30 pm. The channel has come with a campaign called ‘Ye Hai Indian Pagalpanti League’ to promote the new show. ‘Full On!’ would be on air for 13 weeks.
Saurabh Kanwar, VP - Content and Communication, Channel [v], said, “We at [V] are consistently trying to integrate new formats into our shows. This is apparent even in ‘The Tony B Show’, which was being aired in the same time slot. Now we bring a ‘Paagal’ game show, ‘Bingo! [V] Full On!’. The games on the show are fun, crazy and quite simply insane and the mantra is ‘No pain, no game!’.”
Speaking on marketing initiatives, Kanwar said, “Channel [v] has always marketed its shows in an innovative manner with very TG focused rather than mass campaigns. The campaign – ‘Ye Hai Indian Pagalpanti League’ – aptly defines it as a game show for the insane. Besides the regular means of cross promotion like radio, Internet, and youth hangouts, we also have content innovations that will help promote the show across social networks and distributed digital platforms like Nautanki.tv, including a hilarious rap by the hosts, VJs Juhi and Neil. We also have a tie-up with Zapak.com, wherein young people can hang out and play virtual versions of the games.”
“ITC Bingo is the title sponsor and they are using this platform to promote their new ‘Hatke Jhatke’ variant. There is a bunch of tight integrations that help promote the brand promise in viewer-friendly ways,” he added.
Kanwar further said, “There are seven more weekly shows lined up that press the key triggers of youth lifestyle.” He, however, refrained from providing any other details on the same.
Channel [v] has handpicked participants for ‘Bingo! [V] Full On!’ to test their I.Q. (insanity quotient) in a fun-filled way, which include rock-climbing, football, para-sailing, trekking, go-carting and even Bhangra. Each week will see two teams comprising three members each fight it out in a series of madcap games, which some might find reminiscent of ‘Takeshi’s Castle’ on Pogo.
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