Zee TV is all geared for a fresh season of Titan Antakshari, which has been titled this season as ‘Elaane-e-Jung’. On air since April 13 in the 8.30 pm time slot, the contest in the new season is between the three finalists of its earlier property ‘Li’l Champs’. The groups this round are ‘Diwakar ke Deewane’, ‘Sanchita ke Parwane’ and ‘Sameer ke Mastane’. The show which will be aired every Friday and Saturday, has also roped in television actor Karan Oberoi as the new co-host with Himani Kapoor.
Divulging more on the marketing strategy, Tarun Mehra, Marketing Head, Zee TV, said, “Both these Zee properties — Antakshari and Li’l Champs — are well known brands. We feel that in combining the two, we don’t have to make a lot of noise. Zee Networks is sufficient to spread the word for this new season of Antakshari. We are very sure that the content would be so strong that gradually, the show will build up.”
On the promotional activities, Mehra informed that they have been using a network of channels as well as PR activities. According to Mehra, the marketing challenge is to tell the viewers how this show is going to be different. “The only marketing challenge was to communicate it and we are doing it through our promos,” he said.
Children selected from the auditions held will get to choose any of the three teams of their choice. Those selected will be the part of either Diwakar’s or Sanchita’s or Sameer’s team.
About roping in Karan Oberoi for the show, Mehra explained, “Karan sings himself as he was a part of the Band of Boys. He is good looking and so I guess there will be a sense of appeal too. Most importantly, he has done a lot of live shows where he has interacted with the audience. There is a very good chemistry between Himani and him, and it comes across a bit more strongly in this current season.”