AXN Asia ropes in Chevrolet as sponsor for ?Cash Cab?

MUMBAI: Car manufacturer Chevrolet Asia is sponsoring action oriented broadcaster AXN Asia?s latest original production ? ?Cash Cab Asia?.

Hosted by Oli Pettigrew, ?Cash Cab Asia? positions itself as being the only game show on wheels, whereby unsuspecting passengers board a Chevrolet Epica taxi and are quizzed on their general knowledge as they go to their destination.

The questions increase in difficulty as they go along and if they get stumped, they can salvage their chances by making use of a ?Mobile Shout-out? (by calling someone for help) and ?Street Shout-Out? (just rolling down the window and asking someone on the streets for help). Every correct answer wins the passenger instant cash and they win more as the journey continue providing, of course, they continue to give the correct answers... and the ride is complimentary!

On top of the Chevrolet Epica being featured in every episode of Cash Cab Asia, the Chevrolet brand gets additional mileage with brand-related questions asked by the host and through video questions integrated within the show.

Chevrolet?s strong association with the show will be seen in more than 96 million AXN households across 21 countries.

Sony Pictures Television Networks, Asia VP ad sales and marketing Jack Lim said, ?We are delighted to be working with Chevrolet Asia again on the next big AXN original production. With Cash Cab Asia we have managed to create the perfect vehicle for a partner like Chevrolet to do branded entertainment and we are grateful to have a partner who understands that the entertainment component, which will be very high in this show, is as critical as ensuring that their brand integration in the show is natural and seamless. With this show, I am sure everyone is going to be looking out for that very special Chevrolet!.?

Alpine Group GM David Pang said, ?As a trusted automobile brand with a century?s history of premium quality, there is no other platform that fits our brand as well as AXN, a leading entertainment destination in South East Asia. Likewise, we are pleased to work with AXN again for Cash Cab Asia and we believe that our collaboration will drive both brands to new heights of excellence."

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