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Colors looks for sponsorship deals for '24'

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Colors looks for sponsorship deals for '24'

Colors is gearing up for the launch of the Indian version of the award-winning espionage thriller ‘24’. Produced by Anil Kapoor Film Co., the show will see the channel introduce a new hybrid genre of entertainment that is an amalgamation of fiction and reality.

In preparation, the channel has sent out its sponsorship proposal for the much-awaited show. The show, Anil Kapoor’s debut on television, has already created a lot of buzz among the media and industry, as well as marketers and advertisers.

With the show expected to launch in summer this year, there are already rife discussions in the industry regarding the sponsors, ad slots and revenue for the channel. If industry sources are to be believed, Colors is in the market for a ‘title’ and ‘powered by’ sponsor along with eight ‘associate sponsors’. As per market sources, the ‘presenting sponsor’ for 24 is being pegged at Rs 22 crore, while the ‘powered by’ sponsor is being pegged at Rs 14 crore. Apart from this, the eight ‘associate sponsorships’ are being pitched at Rs 6 crore.

Raj Nayak, CEO, Colors said, “As a policy, we don't disclose sponsorship values as this is confidential information between the advertiser and us. Also, it is a little premature for us to name clients as we are still in discussion with many of them. Some of the categories that have shown interests is passenger cars, telecom operator, FMCG, two wheeler, soft drink, consumer durable, mobile handsets, etc. Hopefully, we should finalise our sponsors by the end of the month.”

With a talented force comprising director par excellence Abhinay Deo, creative genius Rensil D’ Silva and the Colors programming team led by Manisha Sharma, 24 takes a leap from the existing crime-thrillers on Indian television, with a unique real-time narration format providing action, thrill, suspense, drama and the exhilaration of solving complex cases in 24 hours.

The show is expected to launch more than 50 fresh new faces on television.

The shooting for 24 has already gone on floors and is expected to have a mega launch closer to the date.


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