Colors, Viacom18's flagship brand in the general entertainment space in India, has unveiled the first multimedia promotional campaign to support its action-based reality show, 'Fear Factor Khatron Ke Khiladi'.
Developed by Rediffusion DY&R and shot in Bangkok by Kunal Kapoor of AdFilmvalas, the film rolls out like a Bollywood movie trailer, and has the show's anchor, Akshay Kumar, performing death defying stunts, reinforcing the show's action packed content mix. The campaign broke yesterday on all Viacom 18's network channels like MTV, CNBC-TV 18, etc.
Rameet Arora, marketing head, Colors, remarked, "This film for 'Fear Factor Khatron Ke Khiladi' represents drama that will be unmistakably different. Setting the tone for a 'never seen before' campaign, you can look forward to a unique synergy between Bollywood and television. And that too, with India's favourite action hero and television entertainment. It's an un-missable start."
'Fear Factor - Khatron Ke Khiladi', features 13 Bollywood starlets who will compete with each other, to be the last-one-standing. The competitors' include Yaana Gupta, Aditi Govtrikar, Pooja Bedi, Sonali Kulkarni, Anita Hasnandani, Meghna Naidu, Tapur Chatterjee, Tupur Chatterjee, Nethra Raghuraman, etc.
The show will be shot entirely in South Africa, over a period of one month and is being produced by Endemol India. Kunal Kapoor, director, Adfilmvalas said, "The brief was to shoot an exciting action sequence to epitomize the spirit of the show and give viewers a taste of what is yet to come. Hence we thought it would be fitting to have Akshay skate on a cable wire from the rooftop of the tallest building of Thailand. The treatment is topped off with sleek production values."