Colors Tamil bets big on 'Kodeeswari'

Anup Chandrasekharan, Business Head – Colors Tamil, speaks about the launch of television game show 'Kodeeswari', roping in veteran actor Radikaa Sarathkumar as host and what sets the show apart

e4m by Simran Sabherwal
Updated: Dec 24, 2019 11:39 AM

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Kodeeswari

Colors Tamil is all set to launch 'Kodeeswari' - the Tamil adaptation of the globally popular television game show, 'Who Wants to Be a Millionaire?' – from December 23rd.  Popular in India as 'Kaun Banega Crorepati' (KBC) in Hindi, ‘Kodeeswari’ will be hosted by actor and producer, Radikaa Sarathkumar. The format of the original show - which first aired in 1998 and has since been adapted in over 130 countries - has been tweaked for the first time, where all the participants in the quiz show will be women.

Talking about the USP of the show and what sets Kodeeswari apart, Anup Chandrasekharan, Business Head – Colors Tamil says, “This is the first time in the world that all the contestants will be women. Secondly, the show is being hosted by Radikaa Sarathkumar who is the first Indian women to anchor this game show. Third, the studio audience will also get to participate, as in every episode audience members will be asked a question. The person who gives the right answer first in the fastest finger round will be rewarded. This has never been done before.”

This is not the first time that KBC has been adapted in Tamil. The format first aired as 'Neengalum Vellalam Oru Kodi' (You too can win one crore) in 2012 on Star Vijay, with Season 2 and 3 airing in 2013 and 2016 respectively. When asked why Colors Tamil picked up the show, Chandrasekharan says, “Since the launch of Colors Tamil, we’ve always done something different. In the fiction space, our stories are different from what the market offers. In the non-fiction space too, we want to do something different and that’s where the thought process of KBC for women germinated.” He continues, “The viewer is always looking for a change and you cannot keep repeating the same content. We decided to directly address our core audience - women and get them involved. This made the show new and clutter-breaking.”

Commenting on the association with veteran actor Radikaa Sarathkumar, Chandrasekharan says, “In the Tamil Nadu television space, everything starts and ends with Radikaa Sarathkumar. She is the face of Tamil television and has dominated the industry since 2000.” He continues, “When we debated who could be the ambassador for the message we wanted to convey, there was no other alternative other than her.”

Media planners say that Kodeeswari being the first-ever KBC format hosted by a woman and for women along with the wide appeal for the show format will help Colors Tamil get a leap in its viewership and ratings. Also, the fan following of Radikaa Sarathkumar is expected to follow onto Colors platform. It will also help drive subscription for the channel. Looking at the history of KBC - in Hindi and also in regional languages – the show has revived the fortunes of the channel it has aired on.

Advertisers On Board

Colors Tamil has roped in Colgate as the Presenting sponsor; Nippon Paint, Arun Excello and RIN are on board as Powered by sponsors, Kotak Mahindra Bank is the Banking Partner, and Tamil Matrimony App and Helo App are Special Partners. On the video-on-demand platform VOOT, the show has roped in Medlife as the Online Pharmacy Partner while Nippon Paint is on board as the Co- Powered By sponsor. For its international feed, Colors Tamil has roped in Sivanesan Company (Premier Range of Products) as the Title Sponsor, while the show is being powered by Gits Foods. In addition to this, Tamil Nadu Tourism- Enchanting Tamil Nadu and GMT (GMT Jewellers) have come on board as Special Partners while Gooday Beauty Parlour has been roped in as the Grooming Partner.

Says Chandrasekharan, “The advertiser response has been phenomenal because this is completely focused targeting and there is no spillover. There is huge interest around this property. Our inventories are going 100% for the show.” He continues, ‘This is a huge property and the pricing is different from our channel ER.”

Colors Tamil has launched its TVC campaign, “Siragadikkattum Chinna Chinna Kanavugal” (Give wings to small dreams). The insight for the campaign is that a woman always puts the needs of her family members above hers. Taking this thought further, the TVC asks women, what are their small dreams; and encourages them to give wings to their small dreams.

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