Hindi GEC Colors has rolled out a new campaign to highlight its new ‘cricketainment’ property, called ‘IPL Tadka Maar Ke’. So far, five TVCs have been released and are on air. ‘IPL Tadka Maar Ke’ aims to combine cricket with glamour, music, Bollywood and fashion.
‘IPL Tadka Maar Ke’ includes four shows involving searching for an IPL Rockstar, IPL Fear Factor Edition, IPL Awards and IPL Parties.
To highlight its ‘IPL Tadka Maar Ke’ initiative, the channel has rolled out the campaign, which went on air on February 21, 2010. The two-week long campaign is a joint effort by Colors and Orchard, its creative agency.
Rameet Arora, Head - Marketing, Colors, explained, “The idea is to emphasis that along with cricket, these shows will have fashion, Bollywood, music and glamour as its core elements.”
The music contest is touted as the first such contest in India that will take place in the IPL stadiums and will start at the same time as the IPL matches. The after-match parties will be aired either on MTV or Colors. IPL Fear Factor will start after the IPL matches are over.
Arora added, “Since our channel has a huge amount of cohesive family viewers, there will be a lot of mass media that will be used to promote these shows. There will be substantial use of OOH and print media, besides, these shows will keep on traveling to different cities along with IPL.”
A microsite will also be launched in the next 10 days to cater to the digitally inclined audience.
These shows also have a new logo, which, according to Arora, reflected both the energy of IPL and cricket and the 'tadka' or the unique touch that Colors brought to IPL entertainment.