MUMBAI: Colors is gearing up to launch the fourth season of its daredevil reality show, Fear Factor - Khatron Ke Khilaadi, and Akshay Kumar is coming back as the host.

In order to glorify the fourth season and the toughness of the tasks, the creative agency of the channel coined up the term ‘Torchaar‘, a mix of torture and chaar (four).

Orchard Advertising coined the term to express ‘torture multiplied by four, a term that will be synonymous with the torment Khatron Ke Khilaadi – Torchaar Season 4 dares to deliver.

The channel is promoting the idea of Torchaar not just on television but on radio, outdoor and also in building ideas for on-ground activation.

Colors AVP marketing Rajesh Iyer said that the brief to the agency was “fairly challenging” as the channel wanted to communicate Bollywood actor Akshay Kumar’s comeback on the show for the 4th season.

“Orchard came up with an interesting concept of ‘Torchaar’ and followed up with great execution in association with MAD Films. Putting it together in record time with all special effects and CG was equally demanding,” added Iyer.

The communication started with the Publicis Groupe’s creative agency creating four videos around the core idea, featuring Kumar, who is going through various forms of tortures.

Orchard Advertising Mumbai executive creative director Hemant Kumar Sivan said, "Torture was one word that captured the essence of the show and we thought it would be a memorable way to launch this season the Torchaar way.”

The promos are directed by Marco Kalantari, while the music is given by Vicky Goswami.