Indiantelevision.com Team

(3 May 2007 6:00 pm)

MUMBAI: SaharaOne Television, which recently announced the launch of its new reality show Biggest Loser Jeetega which will showcase the lives of 16 obese contestants for 16 weeks and their journey to fitness, have launched their marketing campaign.

Hosted by Suniel Shetty, the show launches this month.

The on air and outdoor marketing campaign started with two teaser promos, which will be followed by a thematic campaign shortly. The thematic film is being directed by Saket Chaudhary of Pyaar Ke Side Effects fame. The outdoor campaign displays creative ideas used in hoardings and has also used Best bus panels painted with the silhouettes of fat people, carrying the message - Thoda Chal le thoda kilo kam kar le.

Speaking on the marketing initiatives,SaharaOne Television head - marketing Rajeev Chakrabarti said, "Our aim is to make the show a source of inspiration in an entertaining manner. It will certainly give rise to a movement that will make people sit up and take a conscious decision to bring about a change in their lifestyles.

"To stand out in the clutter, apart from mass media vehicles to build reach, we will also be innovatively using traditional media to create a buzz. A special thrust will be given to on-ground promotions across the country, for our viewers to actually get a feel of the show. In order to gain popularity amongst the growing mobile and online users, we have extended our campaign and created a website especially for the show."

A website is being created as an extension to the show. Behind the scenes masala, insider gossip, workout regimens, diet plans and a lot more can be found here. www.biggestloser.in will be an interactive website targeted at creating an online community.

The onground activity - The Big Feast will provide an opportunity to all the viewers to come forth and personally experience the show. The Big Feast will be conducted in seven cities across the nation before the show goes on air and will be promoted across media. A winner, selected from each city, will be given the opportunity to live on the sets of Biggest Loser Jeetega in Aamby Valley City and work his way to good health and fitness.