Top Story

e4m_logo.png

Home >> Media - TV >> Article

After Big B, it’s now Bachchan Jr’s turn to host game show on Colors

30-December-2009
Font Size   16
Share
After Big B, it’s now Bachchan Jr’s turn to host game show on Colors

After wrapping up ‘Big Boss – 3’, Colors is all set to launch a new game show, called ‘Idea National Bingo Night’, which will be hosted by Abhishek Bachchan. This show will mark Bachchan Junior’s debut on the small screen.

The channel chose to let the development unveil itself rather than tom-toming about it. According to Rameet Arora, Head - Marketing, Colors, had they just announced Abhishek Bachchan’s association with Colors in a straightforward manner, it wouldn’t have crated half the buzz that it currently had.

He added, “When we decided to do this show, we knew that the promotion had to be unique because when we analysed the nature of this show, we realised that it did not involve any application of brains or IQ or answering tough questions or engaging in any strenuous physical activity. ‘Aaram’ is almost aspirational and hence, we decided to combine the concept of the show along with Abhishek’s charm to create an interesting campaign.”

The announcement of this collaboration was done in a rather interesting way during the ‘Big Boss - 3’ finale that was telecast on December 26, 2009. It started with a telephone conversation between Abhishek and Amitabh Bachchan, which led the viewers to a video of the ‘Aaram Classes’ to break Bingo.

To premise of the show is that one does not need to do anything to win and that the only skill required is the ability to chill, lay back and enjoy. This idea was executed in different ways by Orchard, the creative agency that has worked on the campaign.

To promote the concept of ‘aaram’, a 360 degree campaign has been launched, which includes teaser ads, outdoor innovations and a host of digital innovations. A website, www.abhishekaaramclasses.com, has been launched, wherein users can test their ‘aarami quotient’, get free ‘aarami’ tips, etc. It is claimed that over 6,000 users have joined the ‘I Am Aarami’ community on Facebook, while over 1,600 people are following ‘I am Aarami’ on Twitter. The teaser campaign was launched a week back, and the word ‘Aarami’ has already been picked up by the net savvy audience.

The outdoor innovations too reinforce the ‘aaram’ concept. For instance, a key hoarding in five cities has been replaced by a giant pillow that says, ‘Abhishek Aaram Classes’.

‘Idea National Bingo Night’ is slated to launch by January-end. While Rameet Arora refused to the TVRs expected from the show, he believed that the number woul be substantial as the show aimed to target entire families in the Hindi speaking markets.

‘Idea National Bingo Night’ is a game show with an international format originally owned by 20th Century Fox Television Distribution, and which has run in the US, Australia and the Philippines.

Tags

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve