Indiantelevision.com Team

(12 June 2008 8:30 pm)

MUMBAI: Colors, the upcoming general entertainment channel form Viacom18 stable, has kick-started its marketing and promotional campaign with the promo of its flagship show- Fear Factor Khatron Ke Khiladi.

The channel, which is slated for a July launch, has shot a promotional film for the show with host Akshay Kumar who jumps and skates off from Thailand’s tallest buildings in the video.

The promos are on air on the different channels under the Network18 group (CNBC-TV18, Awaaz, CNN IBN and IBN7) from today.

This will be followed by a multi-media campaign including on-ground activities, radio and print.

“Fear Factor promos are on air from today. In the next two weeks, we will promote it in all the possible media including print, radio and out-of-home.,” avers Colors marketing head Rameet Arora.

“We have many tie-ups for promotions, and the plans will unveil on grand scale,” adds Arora. However, he refused to divulge any more details.

The promotional film for Fear Factor is shot in Bangkok, with Akshay Kumar being on skate board, straddled between two of the tallest buildings in Thailand.

The concept for this film is conceived by Colors creative agency Rediffusion DY&R and shot by Kunal Kapoor of AdFilmswala.

Produced by Endemol India, Fear Factor - Khatron Ke Khiladi will showcase 13 Bollywood actresses (Yaana Gupta, Aditi Govtrikar, Pooja Bedi, Sonali Kulkarni, Anita Hasnandani, Meghna Naidu, Tapur Chatterjee, Tupur Chatterjee, Nethra Raghuraman, Anjana Sukhani, Dipannita Sharma, Vidya Malvade and Urvashi Sharma) who will compete with each other, to be the last-one-standing.