Colors amplifies action-reality with a 3D game

Colors has launched a 3D interactive game to amplify its on-air reality property, Khatron Ke Khiladi - Darr Ka Blockbuster.

To further engage audiences, the game will feature a special contest wherein the highest scorers will compete to win an iPad Mini.

Designed by Gameshastra Solutions, every stage of the game also enables players to earn varied power-ups such as 'Super Boost' and 'Extra Life' which allows the player to increase their expertise levels within the game.

Vivek Srivastava, digital head, Colors, says, "Digital strategies today go beyond the realm of audience outreach through social media platforms and increasingly focus on engaging with them to create a strong brand recall and relationship. With the launch of Idea presents Khatron Ke Khiladi - The Game, we are looking forward to bringing the audiences' biggest fears to their fingertips through a thrilling entertainment experience that is deeply seated in agility and balance."

The channel, in the past, had launched a 3D game to promote Anil Kapoor's TV debut '24'. "We have tasted success when we introduced an interactive 3D mobile game for 24 which was featured as the top game across platforms with over half a million downloads," Srivastava adds.

Khatron Ke Khiladi - Darr Ka Blockbuster also features some in-app purchases including merchandise such as shoes and track suits for their avatars with the bonus that they earn. During the course of this game, players will be able to gain multiple levels of achievement starting from Baby Steps for the first-time players to Champion, Unstoppable and even Obsessed for more seasoned players.

Users can download the game by sending an SMS, 'KKK' to 56882 to get the link to download the game or download it from Google Play Store/Apple Play store.

Sashi Shankar, CMO, Idea Cellular (title sponsor of the property) says the game fits well into the brand's marketing communication strategy as it offers unique brand integration. "Being a digital game, it offers a thrilling yet entertaining way of reaching out to our online audiences," he adds.

An Indian version of Fear Factor, Khatron Ke Khiladi is produced by Endemol India. The fifth season of the show features celebrity contestants like Gauhar Khan, Kushal Tandon, Mugdha Godse, Dayanand Shetty, Karanvir Bohra, Teejay Sidhu, Nikitin Dheer, Gurmeet Choudary, Debina Bonnerjee, Rajniesh Duggall, Geeta Tandon, Salman Yusuff Khan and Ranveer Shorey. The show is hosted by film director Rohit Shetty.