MUMBAI:Marketing for Khatron Ke Khiladi 2 gets bigger. Placing the Akshay Kumar-hosted show at 9 pm, the peak TV viewing hour, Colors is using new platforms and marketing ‘round-the-clock‘ to reach out to mass audiences.
As a part of its "most innovative 360 degrees of marketing," KKK is exploring the least likely modes of communication and advertising to reach out to their viewers. So, be it your dabbawala sporting a KKK kurti or the Akshay Kumar masks in Mumbai, branded BSES electricity bill (Delhi), promo CDs with LPG cylinder (Maharashtra and UP) and new Barista coffee F-2, Colors is ensuring you don‘t lose sight of their show.
|
Colors has tied up with Big Bazaar and Planet M for special contests, while it has used projections of the show name and logo from Borivali to Dadar during the peak evening hours of 6 to 10 pm. Says Colors marketing head Rameet Arora, "We are going all out with round-the-clock marketing for the show. So in addition to hoardings, bus shelters and bus cantilevers, we had to come up with something that was as exciting as the show in order to get people to pause and take notice." The channel has also hired 450 traffic poles across Mumbai with 900 messages spreading awareness about various traffic rules and regulations. |
|
"The idea is to reach out to the viewer directly, to make the reach measurable and quantifiable," claims Arora. Among the traditional promotions, the channel had carried out full, front page adverts on at least four major publications across 89 cities each. It has also booked hoardings in more then 70 HSM (Hindi speaking market) cities, while for on-ground activation, KKK vans are placed in 80 cities, wherein people can participate in stunts and win gift hampers. |
|
Colors has already roped in Maruti Suzuki - SX4, Sony Bravia, Suzuki Motorcycles - GS 150R, Parle Agro - Appy fizz Grapo fizz, Samsung Marine, Eureka fobes - Aqua Sure and Hindustan Unilever Ltd- Axe as associate sponsors for the show, apart from Idea which is continuing as presenting sponsor for the second season. |
Also, the channel has planned involvement of the Mumbai‘s firemen. It will be branding the city fire-engines with the slogan "yeh hai asli khatron ke khiladi" followed by a special felicitation of all firemen by the KKK girls.
