143 Socio-economic variables for strategic decisions
From The Mobile Indian
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Ahead of the launch of its new adventure reality show, Survivor India, Star Plus, is conducting an elaborate promotional activity in New Delhi and Mumbai. The Indian adaptation of the international series Survivor, will go on air on Star Plus on January 6, and will be aired every Saturday-Sunday at 9 pm.
The planned activities feature the participants from the show (a total of 22, including 11 celebrities) performing show-related tasks.
In New Delhi, the activity was conducted on January 4. It involved the participants, including celebrities such as Payal Rohatgi and Rajesh Khera, performing tasks like snatching of clothes from the women's section at a mall and eating from other people's plates in restaurants. Other participants also promoted the show at various locations in the city.
In Mumbai, the activity will be carried out at Inorbit Mall, Malad, on January 6 from 11 am. Celebrity participant Abhinav Shukla will attempt to survive an entire day without the basic essentials of life, in a shack created in the mall. Other participants will also perform various challenges to help Shukla win his basic necessities.
The shack at Inorbit will be built in the spirit of the show, with a thatched roof and a wooden structure. Mall goers will also be engaged as they participate in challenges through the day at the venue.
A live webcast of the event will be provided on facebook.com/starplus.in and starplus.in, wherein online viewers can help contestants to complete tasks and win prizes.
Speaking on the challenges in executing the activity, Sameer Gupta, senior vice-president, marketing, Star Plus, says, "To build a Survivor shack 20 feet above the ground and put together the tasks at a public place are our biggest challenges. Also, to keep our viewers hooked to the webcast through the day by creating interesting content is another challenge."
While currently, the activities have been planned only for the two mentioned cities, the channel looks to extend unique innovations in other markets as the show is launched.
Survivor India was shot on a remote island in the Philippines. The activities are an attempt to bring the essence of the show closer to the people in India.
"The activities will let the audience witness the Survivor experience live in their cities. This will also help us build a strong recollect for the show," says Gupta.
Survivor India has been produced by Miditech, which is also the franchise/format holder for India. Survivor, the international series, originated in the US with more than 20 seasons in 11 years; it has already been replicated in 48 countries around the world.