Yantra Media, Asianet programming initiative takes on movie piracy

MUMBAI: After unleashing its fight against movie piracy with the launch of a full-fledged digital movie project last month, the Kerala entertainment space is now all set to deliver a second punch on the industry evil, this time through a TV show venture.

In an innovative programming initiative, the Chennai-based production house Yantra Media and the Malayalam entertainment channel Asianet have come together to launch a movie-based game show Super Hit Challenge, which promises to nurture Malayalee's theatre-viewing habit.

Aspiring contestants will be asked to answer certain questions based on the movie they have recently watched in a theatre, through an Interactive Voice Response Systems (IVRS) system. The binding clause of the 'rules' is that, the contestant should submit the movie ticket he had purchased in the theatre to ensure his entry into the contest.

The game show promises bumper prize to the winner of each episode. The 'challenge factor' comes in, when the ousted contestants decide to 'challenge' the leading scorer, when he prepares to face the bumper prize questions, and the amount both the parties have already won is at stake.

Speaking to, Yantra Media head Shyamsundar said, the show would unfold a unique synergy between the television and movie industries. "Today, in television, we get to see a lot of film-based programmes, which are meant to boost the box office fortunes of those films covered. But, none of them really make an attempt to fight the more serious issue of movie piracy, which is actually killing the industry. In this context, Yantra Media, supported by Asianet, has conceptualised this innovative format. This format urges and inspires consumers to watch movies in theatres only", says Shyamsundar.

Yantra Media has made an initial investment of Rs 4.5 million on the project. "Since we will be spending a lot on the prizes, the actual investment would peak in the long run. We are in the process of signing up leading brands for the prizes," says Shyamsundar.

Asianet is expected to launch Super Hit Challenge in August and each episode will have a half hour run. The channel is presently working out a slot for the game show.

Anchored by popular Malayalam film actor Mukesh, Super Hit Challenge promises participation from the cream of the film industry. "The whole industry is backing us. Superstars like Mammootty and Mohanlal have already assured us their participation in the show," says Shyamsundar.

Latest Reads
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories