Plugging its weekend spot, Colors has unveiled a new dance based reality show with a difference. Titled 'Ek Khiladi, ek hasina', the show will feature six cricketers dancing with six television beauties in a dancing face-off. "It is not about their dancing skills," said Rajesh Kamat, CEO, Colors. "Each cricketer comes with a unique flavor and that is the differentiation we are aiming to tap."
The reality format of programming is growing rapidly as a genre and has seen its share expand from a mere 2% of the total content pie to 10% and is rapidly growing. While Colors has hosted its share of Western-adapted reality shows, with Ek Khiladi...they are moving into the genre of a made-in-India reality show. "Cricket and Bollywood are two things India thrives on. This is a risk worth taking," said Ashvini Yardi, programming head, Colors.
Ek Khiladi Ek Haseena will last for five weeks and will be aired every Friday and Saturday at 9 p.m. The participating cricketers include S Sreesanth, Harbhajan Singh, Dinesh Karthik, Irfan Pathan, Vinod Kambli and Nikhil Chopra - dancing along with television actors like Mona Singh (of Jassi Jaisi Koi Nahin fame), Nigar Khan, Shama Sikandar, among others. Actor Sushmita Sen and former Pakistan cricketer Wasim Akram will be the judges.
The show will launch on September 26.The channel has managed to rope in five associate sponsors for Ek Khiladi Ek Hasina including ICICI, Kohler, Parle Agro (Appy), Samsung and Hygine Research Institute.
Colors brings cricket, Bollywood together
Plugging its weekend spot, Colors has unveiled a new dance based reality show with a difference. Titled 'Ek Khiladi, ek hasina', the show will feature six cricketers dancing with six television beauties in a dancing face-off. "It is not about their dancing skills," said Rajesh Kamat, CEO, Colors. "Each cricketer comes with a unique flavor and that is the differentiation we are aiming to tap."
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
Just Published
Spikes Asia unveils its 2024 Creativity Report
This year's top agencies include VML in Melbourne, Ogilvy in Mumbai, Dentsu in Tokyo, and more.
Campaign Asia-Pacific Agency Report Cards 2023: We ...
Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.
TRA Brand Trust Report 2024: Dell tops brand trust ...
Honda two-wheelers soared to second place from last year’s 30th, with Amazon, Titan and Sony making up the rest of the top five, as highlighted by the report on India’s 'Most Trusted Brands'.
Punjab & Sind Bank goes to pitch
The mandate includes print media, electronic media, outdoor media, and social media communications as well as advertising requirements for the bank.