Priyanka Chopra-hosted ‘Fear factor - Khatron ke Khiladi Season 3’ on Colors has opened to much better numbers than the last two seasons. The pre-launch buzz for the show was most visible in the outdoor medium and Milestone Brandcom dominated the OOH space for the launch of ‘KKK 3’.
The single line objective for Milestone Brandcom was to drive the show forward. It is interesting to note that the current team at the agency was also involved in the launch campaign for Colors channel three years back.
The campaign revolved around creating scale and impact for the reality show. Thirteen different creatives were executed across India with different shots demonstrating three times the fear element than in the last two seasons. Milestone Brandcom suggested a two-week plan with only large formats to drive impact, frequency and reach.
Speaking on the campaign, Nabendu Bhattacharyya, Founder & MD, Milestone Brandcom, said, “To create a larger-than-life presence in the outdoor medium, we opted for large formats in three cities – Mumbai, Delhi and Kolkata. This ensured impact, frequency and scale for the show.”
He further said, “The medium used covered all touchpoints, right from key arterial roads to mall multiplexes to circulating areas of Mumbai to cover train and bus traffic. In Mumbai itself we picked about 200 touchpoints. In Delhi, we covered the length and breadth of the NCR with 120 touchpoints, and the same applies for Kolkata with 55 touchpoints. Everywhere, we followed a trade and consumer TG driven plan to remind and re-enforce them on the show audience shouldn’t miss. Other than Delhi, Mumbai, Kolkata, we covered the entire Hindi belt in 29 more towns with dominance as a strategy. I am sure the whole story will unfold with stronger numbers in a few days.”
“Our approach being dominance in audience’s mind-space simply did wonders and the numbers tell the tale,” said Hanoz Patel, Managing Partner, Milestone Brandcom.
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