Zee TV ropes in Hutch as 'Kam Ya Zyaada' telecom partner

MUMBAI: Zee TV has selected Hutch as its telecom partner for the upcoming gameshow Kam Ya Zyaada. As already reported, the gameshow will be hosted by the versatile and acclaimed actor Manoj Bajpai.

Kam Ya Zyaada revolves around a format where Hutch subscribers can type KYZ and send SMS to 123 or through Hutch IVRS. The participants are then sent a set of questions that are intriguing and involving.

Every response to the question is in the form of Kam Ya Zyaada (less or more). Each response yields the participant loyalty points that can be redeemed for gratification and can also lead to participation on the grand studio show giving the participant an opportunity to win Rs 30 million, states an official release.



As already reported by, Optimystix Entertainment has marketed this Zodiak format, internationally called GIMME 5. The company is also the creators and producers of the Indianized Version.

Optimystix have established credentials as standard setters in Production and Creative Values.


Impressing upon the networks initiative in the interactive space Zee TV president Abhijit Saxena said, "In an age of convergence telecommunication with television is inevitable and engaging. Today Telcos are looking beyond just plain vanilla services. VAS is the buzz word and associating themselves with a game show like Kam Ya Zyaada which is a first of its kind will definitely give boost to its ARPUs (Average Revenue Per User)."

At the launch of the off-air interactive phase of Kam Ya Zyaada, Zee NEtwork creative head Kartik Chintamani said, "Television game shows in India & abroad have been successful because they directly connect with the viewers by nourishing their need for dreams, fantasies, and getting rich quick. I am certain that people will find Kam Ya Zyaada unique, interactive and compelling to participate in."

Optimystix CEO Rajiv Vyas said of the venture: "We have followed an age-old belief which is that for a program to be successful, one needs a good idea, a good production and a sound platform to bring it to the audience. With Zodiak we have been able to source a great offering of the concepts that are proven in various markets. With our production and creative team headed by two of our directors namely Sanjiv Sharma and Vipul D. Shah, who have established credentials as standard setters in Production and creative values on Indian Television, we bring in the high quality production."

Latest Reads
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories