TVF partners with Airtel to create internet's first LIVE reality show

The web-reality event will take place from Aug 18–20, featuring Jitendra Kumar, one of TVF’s most popular faces

e4m by exchange4media Staff
Updated: Aug 19, 2017 9:13 AM

Nomophobia is the fear of being without your mobile phone or being unable to use your phone for some reason. Bringing this phobia to life with a hilarious twist is internet’s first-ever LIVE reality show, TVF presents Airtel connected LIVE. In a world where people have a fear of not being always connected through their smartphones, TVF and Airtel come together to create this first-of-its-kind LIVE event and branded content IP in India.

TVF presents Airtel connected LIVE is a LIVE web-reality event which will take place from August 18–20. Featuring Jitendra Kumar, one of TVF’s most popular faces, lovingly called Jeetu by his fans, the LIVE reality show will see him being dared to live alone in a house. Little does he know, TVF and Airtel have some surprises in store for him. Even viewers can throw a dare at Jeetu.

Filled with three days of entertaining tasks playing on Webcast LIVE on TVFPlay and on Facebook; Airtel Connected Live is an opportunity for fans to see their favourite TVF faces up close and personal. Featuring cameos from popular TVF faces like Anant Singh, Nidhi Bisht, Nidhi Singh, Biswapati Sarkar and others, Airtel Connected Live promises to take branded content on the web in India to the next level. Recently, TVF also took a step towards LIVE entertainment by conducting its first LIVE Truth or Dare.

Speaking about the same, Jitendra Kumar shared, “My love to Airtel for supporting us crazy TVF people in this larger than life dare plan. Initially, I was taking it lightly but now I am a little scared about these three days. At the same time I am also looking forward to it because it gives me a feeling of our childhood video games where our hero used to face different situations and clear all the stages successfully in the end. I am looking forward to a lot of fun and expecting the toughest and most entertaining tasks from our crazy TVF Truth vs. Dare team. Looking forward to the love and support from people out there in finishing my tasks.”

Speaking about the same, Vineet Kanabar, Head of Marketing, TVF said, “The Viral Fever has always been a leader in experimenting with new formats of digital entertainment. Live videos on Facebook and YouTube emerged as an exciting format and we have used these extensively to entertain the audience. With Airtel Connected Live, we're taking the next leap in digital entertainment. Interactive real-time live entertainment is the holy grail of digital branded content and we're excited to be among the first movers in this space. Kudos to Airtel and GroupM for reposing their trust in us to take this giant leap. Stay tuned, there will be more to come in this space from us.”

Speaking about the same, Mausumi Kar, Managing Partner, Team Airtel @ GroupM elaborated, “Airtel Connected LIVE is inspired by the popular 'escape from locked room' concept; but that's where the similarity ends. The edge-of-the-seat fear and anxiety fare usually connected with this format was replaced being alien to our brand DNA. Instead the viewer is made a part of a journey of fun and humour. We are glad to partner with TVF to bring alive our idea and add the dimensions of subtle brand integrations with easy camaraderie with viewers that they have delivered.”

Speaking about the same, an Airtel spokesperson shared, “As a platform, Airtel Connected Live helps demonstrate the power of Airtel network. This is a first-of-its-kind three day continuous live activation created in conjunction with TVF that challenges all thresholds of digital engagement experienced before. It also proves how the right choice of network enables the true use of smartphones.”

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