Mid Day becomes broadsheet for Colors' Ring Ka King

MUMBAI: Colors, the Hindi general entertainment channel from the Viacom18 stable, is leaving no stone unturned to market its soon-to-be-launched sports entertainment reality show, Ring Ka King - Wrestling Ka Mahayuddh.

The print campaign revolves around the theme ‘Size Does Matter‘ with Mid Day highlighting the "larger than life" characteristics of the wrestlers. On 25 January, readers will see the publication in a "broadsheet avatar" to bring forth the idea that the wrestlers are so large that they would not fit in the tabloid‘s normal format.

MiD Day Infomedia MD and CEO Manajit Ghoshal said, "This broadsheet innovation employed by us is a powerful and stimulating manner of advertising. It introduces a surprise element, which helps in better absorption and recall of the communication. The broad sheet innovation issue also ensures and nice and fresh break for our readers. It has been our continuous endeavour to create path-breaking strategic solutions for each of our clients to reach their target audience. This innovation has been one more step in that direction, as it strengthens our repute to innovate and advertise in the market."

Colors head - marketing Rajesh Iyer added, "The Ring Ka King thriller campaign is the physical representation of the excitement that the show embodies. We wanted to bring the action of the ring alive throughout our communication. To bring out the adrenaline pumped exuberance of the show into our promotional activities we collaborated with our creative partners to come up with a campaign which could do full justice to the thought. All our promotions for Ring Ka King, be it the print innovation with Mid Day or disruptive campaign across outdoor, radio and TV, is high on volume and scale."

The outdoor campaign, through a mix of billboards and other mediums, aims to showcase the scale and impact of Ring Ka King in 70 trade markets. Audiences will witness billboards being stretched or ripped apart by the wrestlers so that the magnitude of the show can be highlighted, the channel said.

The overall theme for the television, radio and cinema campaigns is ‘Disruption‘. Ads and promos running across media will focus on wrestlers interrupting regular content to talk about the show.

Colors has partnered with Radio City to take Ring Ka King on air and engage with listeners. Two special characters will be created on-air that will talk about the show.

The channel is also associating with Agneepath to promote Ring Ka King through cinema. Additionally, the digital campaign involves creation of special applications on social media platforms like Facebook to interact with audiences and build connect with wrestling.

The show premieres on 28 January at 8 pm.

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