Viacom18’s soon-to-be-launched Hindi GEC Colors has embarked on an adrenalin-packed promo for its driver property ‘Fear Factor - Khatron Ke Khiladi’, which features Bollywood’s original ‘khiladi’ Akshay Kumar as the host. The concept has been conceived by Colors’ creative agency Rediffusion DY&R and shot by Kunal Kapoor of AdFilmswala.
On the overall marketing strategy for the Colors channel, its Marketing Head Rameet Arora explained, “It has been fairly clear that we are continuing with the strategy of being different with a point of creative disruption in marketing. As far as the newly launched promo of our driver show is concerned, it is a one-of-its-kind promo in Indian television.”
He added that the channel was in its launch phase and was targeting a 360-degree approach. “Having readied our programme line-up, we now have plans to promote heavily on our shows first. When you put together the shows, it directly promotes the channel,” Arora noted.
On the marketing challenges, Arora said that big challenge for them was to live up to the promise of being different in whatever they planned and at the same time be consistent in that strategy.
At first glance, the new promo for ‘Fear Factor Khatron Ke Khiladi’ could be mistaken for a trailer for a high voltage Bollywood thriller. The action-packed film features Akshay Kumar performing death-defying stunts, thus living up to his reputation of being India’s first ‘Khatron Ke Khiladi’.
On the film, Rameet Arora, Marketing Head, Colors, remarked, “This film represents drama that would be unmistakably different. Setting the tone for a ‘never seen before’ campaign, you can look forward to a unique synergy between Bollywood and television. It’s an un-missable start.”