Khatron Ke Khiladi is back on Colors for its fourth season. This season of the show has been called Torchaar and Orchard Advertising has created the advertising campaign. The term ‘Torchaar’ was coined by the agency itself and has used it to express ‘torture multiplied by four’, something that the show promises to deliver. The show starts on June 3, 2011.
Three 15 second spots have been created along with one 55 second spot.
Watch the TVCs (Story continues below)
The 55 second spot shows host, Akshay Kumar weight lifting on a roof top before he gets a call to get prepared for his next level of training. Kumar is then shown hanging on to a rope connected to a helicopter as he performs several skills which surprise and shock people around him. The film ends with Kumar getting off the rope and introducing the fourth season of the show.
The Three other short films show Kumar boxing, weightlifting and doing pushups.
Commenting on the term used, Heman Kumar Sivan, executive creative director, Orchard Advertising, said, "Be it Akshay with a cold and ruthless attitude or the contestants taxing their limits to death, this season will astound its audience with horrendous acts. 'Torture' was one word that captured the essence of the show and we thought it would be a memorable way to launch this season the Torchaar way.”
On the brief given to Orchard Advertising, Rajesh Iyer, associate vice president, marketing, Colors, said, “This time our brief to the agency was fairly challenging as we needed to communicate Akshay’s comeback to the show for the 4th season of Khatron Ke Khiladi. Orchard came up with a very interesting concept of ‘Torchaar’ and followed up with great execution in association with MAD Films. Putting it together in record time with all special effects and CG was equally demanding.”
Rajiv Vishwanathan, vice president, Orchard Advertising, Mumbai added,"It was great shooting with Akshay. His energy and attitude has made the commercials come alive. Having gone through rigorous training stunts, this Season Akshay will be seen in his meanest brutal avatar, stepping out of the usual levels of adventure.”
The advertising idea, Torchaar, along with TVCs has also been adopted for radio, outdoor and on-ground activation purposes.