In a bid to revamp its Sunday morning offering, Sun Network, in association with Godrej and Big Synergy, is all set to launch a game show, called ‘Godrej Vazhvai Maattralaam Vaang’. The show will be the Tamil version of ‘Godrej Khelo Jeeto Jiyo’, Godrej’s branded lifestyle reality game show.
The show will be aired in Tamil, Kannada and Telugu from October 2010 on Sun Network’s channels Sun TV, Udaya TV and Gemini TV, respectively.
Tamil actress S Wijayalakshmi has been roped in to host the show. ‘Godrej Vazhvai Maattralaam Vaanga’ will be aired in Tamil Nadu and Andhra Pradesh from October 3, 2010 every Sunday between 11 am and 12 noon on Sun TV and Gemini TV. The Telugu version is called ‘Godrej Dream Home, Aadaandi Life Marchukond’. ‘Godrej Game Aadi, Life Change Maadi’, the Kannada version, will go on air from October 2, 2010 and will be aired on Saturdays at 9-10 pm on Udaya TV.
Ashutosh Tiwari, Executive Vice President, Strategic Marketing, Godrej, said that the company was investing heavily to promote the show in all the three Southern markets. “We will be taking a 360 degree marketing approach in order to promote the show. Apart from the television teaser campaign, we will do print and outdoor advertising. A lot of activation and SMS contests will add to the buzz. The award winning ‘Godrej Khelo Jeeto Jiyo’ had raked in good ratings and the audience response has also been tremendous in Hindi and we hope to replicate the same success story in Tamil, Telugu and Kannada,” he further said.
Describing it as a significant moment for Sun TV, Ravinath Menon, Group Programming Head, Sun Network, said, “This is our first attempt to revamp our entire Sunday morning offering and the Big Synergy, Godrej and Sun TV combination is really powerful.”
By bringing this show to South India in Tamil, Kannada and Telugu, Godrej was looking to create the same amount of excitement and achieve a leading viewership for the show in the South, said Tanya Dubash, Executive Director and President (Marketing), Godrej Group.
Following the format of season one, ‘Godrej Vazhvai Maattralaam Vaang’ will entail three teams competing in the first round with only one team proceeding to face numerous innovatively conceptualised tasks. The winners stand the chance to win a wide array of high-end appliances like microwaves, refrigerators and furniture while progressing from one room to another. The show aims to test the compatibility, teamwork and lifestyle knowledge of the participants as they proceed to win the grand prize of a ‘Godrej Brighter Home’ from Godrej Properties, according to an official release.
Consumers in Andhra Pradesh and Karnataka can participate in the show by purchasing Godrej products and registering the product purchased through SMS or IVR. Consumers in Tamil Nadu can participate in the show by purchasing Godrej products and registering the product purchased through SMS and completing in the slogan ‘Godrej makes my life brighter … ’ in 10 words.