After creating a buzz for ‘Bigg Boss 3’, by announcing Amitabh Bachchan as the host and pop philosopher on the reality show, Colors’ other big-ticket reality show – ‘Fear Factor Khatron Ke Khiladi Level 2’ – has hit the small screen. The channel has embarked on a marketing campaign, which, it claims, explores the least likely modes of communication to reach out to the viewers.
“It’s a round-the-clock marketing campaign,” said Rameet Arora, Head of Marketing, Colors.
Arora further informed that the show would use prominent yet never used modes of communication and carriers of advertising. Citing an example, he said that on September 7, 2009, the day when the show launched, the channel tagged almost 2 lakh of Mumbai’s famous ‘dabbawalas’. Each dabba (tiffin box) had Colors’ logo and the logo of the show. This apart, the dabbawalas were seen in ‘Khatron Ke Khiladi’ kurtas and special Akshay Kumar (the show’s host) masks. This activity with the dabbawalas will be conducted again, but the date for the same has not been finalized yet.
Colors has also used ‘paani projections’ of the show’s name and logo all over Mumbai – from Borivali to Dadar – on the day of the launch. This activity was conducted during the peak evening hours of 6 pm to 10 pm.
Speaking further on the other initiatives, Arora said, “This show is important for us and its magnitude calls for this kind of marketing activity. The show is unique and full of excitement. So, in addition to hoardings, bus shelters, and bus cantilevers, we had to come up with something that was as exciting as the show to get people to pause and take notice. Just as we had done in Mumbai, in Delhi, too, we will be branding the BSES bills. Each bill will be carrying the channel and the show logos. We will also be sending out CDs containing the promo of the show through the LPG distribution system across Maharashtra and Uttar Pradesh. The idea is to reach out to the viewer directly and make the reach measurable and quantifiable.”
Another initiative that the channel has planned includes the involvement of Mumbai’s firemen. The channel will be branding the city fire engines with the slogan ‘Yeh hai asli khatron ke khiladi’, followed by a special felicitation of all firemen by the ‘Khatron Ke Khiladi’ girls. Also on the anvil is a tie-up with Barista for a special ‘Khatron Ke Khiladi’ flavoured coffee – named ‘F2’ – and with Big Bazaar and Planet M for special contests.
Keeping the nature of the show in mind, which deals with danger and facing one’s fears, the show, in a very unique attempt, has also hired 450 traffic poles across Mumbai with 900 messages spreading awareness about various traffic rules and regulations.
‘Khatron Ke Khiladi’ takes 13 glamorous girls to South Africa to perform challenges thrown at them by actor and the show’s host Akshay Kumar. The premier of the show was held at IMAX, where the 13 participants were also present.