Indiantelevision.com Team

(7 August 2010 5:30 pm)

MUMBAI: For the third season of its daredevil reality show Fear Factor- Khataron ke Khiladi, Colors has roped in Garnier Men Deodorant as the title sponsor.

The Viacom18 Hindi general entertainment channel has also got three associate sponsors in the form of Vodafone, Sony Bravia and MircoMax Mobile.

“Apart from the title sponsor, we are looking for 6-8 associate sponsors, of which we have already got three. We are looking for elite sponsors from car (automobile) category, FMCG sector and two-wheeler brands,” Colors head of sales Simran Hoon told Indiantelevision.com.

Hoon also said Khatron Ke Khiladi x 3 will be a perfect launch pad for Garnier to launch its men deo range. “As we have 13 hunks this time, it gives Garnier a great opportunity to launch its men's product range. We will make sure there is a lot of product integration during the show. The brands will get much more than just 30-second ad spots,” she added.

Colors has changed the format of Fear Factor – Khatron Ke Khiladi x 3, wherein it will have Bollywood actress Priyanka Chopra as host, while 13 men will do the stunts.

The show will be launched early September as a precursor to Bigg Boss 4.

The contestants in Khatron Ke Khiladi x 3 are choreographer and TV personality Terence Lewis; model and actor Milind Soman; car racer Armaan Ebrahim; filmmaker Abhishek ‘Rock On’ Kapoor; actor and model Dino Morea; actor Manjot Singh (Oye Lucky Lucky Oye and Udaan fame); actor and national level rugby player Rahul Bose; model and actor Rahul Dev; VJ, actor, comedian Cyrus Broacha; TV actor Shabbir Ahluwalia; squash champ Ritwik Bhattacharya; TV actor Karan Singh; and actor model, cricketer and commentator Angad Bedi.

The shooting of the show will be in Brazil this time.

Said Colors programming head Ashvini Yardi, “Fear Factor – Khatron Ke Khiladi x 3 is going to be a notch higher than the last season in terms of the difficulty level of challenges and the danger involved. Also, the format is different now as for the first time we have male celebrities participating in the show. With 13 hunks and sensational Priyanka Chopra, we plan to give our viewers the next level of excitement and thrill.”

The show will continue to be produced by format owners Endemol.

Endemol India MD Deepak Dhar said, “For a show that has already shattered all preconceived notions of fear and has turned celebrities into daredevils, this season had to be something that took the viewers’ experience to the next level. Fear Factor - Khatron Ke Khiladi x 3 is a triple dose of everything from action to stunts and from the contestants to Priyanka Chopra herself. I am sure the audience is going to love it.”

Fear Factor – Khatron Ke Khiladi debuted in July 2008 with the launch of Colors.