General entertainment channel, Colors is busy preparing for the launch of the second season of its driver property, Fear Factor Khatron Ke Khiladi (FF KKK).
The reality show, hosted by actor Akshay Kumar, is expected to go on-air in September and promises to scale up the fear and thrill quotient.
The 13 contestants on Fear Factor Khatron Ke Khiladi Level 2 comprise recognisable faces from the modeling, television and film industry. The girls on the show are: Bruna Abdalah, Sushma Reddy, Carol Gracias,
Speaking to afaqs!, Ashvini Yardi, programming head, Colors, says, "Contestants on the show are a mix of different personalities with dissimilar natures, responding differently to fear. Ganguly is an emotional character; Mandira is sporty; whereas Salve is a good dancer-performer. We have some confident and some not-so-confident individuals on-board. This varied group helps to capture and portray a wide range of emotions and drama, contributing to the entertainment value of the show."
The format of the show has not been altered much. But this time, more partner-driven stunts and daredevil action will be showcased, in comparison to the previous year. The 13 male co-contestants representing various age-groups and backgrounds will be seen performing more daredevil acts, in tandem with the female participants.
The host of the show, Kumar will sport a trendy look, complete with more accessories this time. He will continue to act as a guide and mentor to the contestants.
The second level of FF KKK is being shot in South Africa. The country was chosen for the picturesque city of Cape Town and the rich flora and fauna, where contestants will be seen attempting death-defying stunts, battling natural and manmade obstacles, under the supervision of experts.
As was the case last year, Idea Cellular has associated with the show as the title sponsor. Pradeep Shrivastava, chief marketing officer, Idea Cellular, says, "The first edition of the reality show proved to be a high-profile media work. Kumar's charisma and the first edition's high viewership make it a highly visible property, and thus, gives us reason enough to be part of it for the second time."
He shares that the way brand Idea is positioned, there is a lot of flexibility in associating it with any idea that has the power to change people's lives. Without sharing the specifics of brand placement or association for the show, Shrivastava states that being the title sponsor, they are assured of prominent visibility. He adds that without doubt, Idea customers will be presented with higher participation and engagement opportunities, with definitive gratification.
The channel refused to share specific marketing plans for FF KKK, as there is still some time to mount a full-fledged promotional campaign for the show. However, Colors has released a music trailer to introduce all the 13 contestants to viewers.
The music trailer, featuring all the participants, has been set to the beats of the treacherous South African wilderness. The music has been composed by Salim-Sulieman and the track has been sung by Neeraj Shridhar, with remixing done by Amartya Rahut.First Published : August 12, 2009