(30 September 2009 6:50 pm)

MUMBAI: Bigadda.com, the social networking site from the Reliance ADAG stable, is investing close to Rs 7 million to market and promote the web-based reality show, India Bike Rally Bharat Ki Khoj.

To be launched on 5 November, the 20-day-long show has roped in Yamaha as the title sponsor.

Talking about the marketing initiatives for the show, Bigadda revenue and marketing head Mandar Natekar says, "A 360 degree campaign is being worked out to promote the show which will include radio, print and cinema."

"We are also scouting for TV partners to cover the show and will also promote the show on other social networking platforms," Natekar adds.

Targeting the youth, a college activity has also been planned across four cities including Mumbai, Delhi, Ahmedabad and Pune wherein on ground activities will be carried out to encourage youngsters.

As per the show's format, participants will be asked to camp and complete tasks while on the run. Later, as the day ends, contestants will be asked to upload photos and videos and also write a blog based on their findings on Bigadda.com.

Following this, visitors at Bigadda will be asked to vote for the best team, comprising a male and a female contestant. The finalist will stand a chance to win a Yamaha R15 bike while other four performers will also be awarded with Yamaha bikes.