afaqs!

Khatron Ke Khiladi Level 2 draws 9 million viewers

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | September 09, 2009
The reality show has garnered a TVR of 3 as per aMap data

The second season of the acclaimed reality show on Colors, Fear Factor Khatron Ke Khiladi (KKK), had a roaring start. The show has garnered a TVR of 3 in the Hindi speaking markets as per aMap data. More than 9 million viewers watched the first episode of the action and adventure reality show. In its first season marking the launch of the channel, the TVR recorded was 1.6, reaching about 3.8 million viewers.

Colors has undertaken a 'round the clock' marketing activity to make an impact, through press coverage in around 89 cities and an outdoor campaign spanning 70 cities. Rameet Arora, marketing head, Colors, says that unlikely modes of communication have been employed this time to promote the show.

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On the day of the launch, the channel branded two lakh 'dabbawallahs' in the city, along with the 'dabbas'. Besides branding the dabbas with the channel and show logo, the dabbawallahs wore Akshay Kumar masks and KKK kurtas.

Across all railway stations in Mumbai, the train announcements were followed by the launch announcement of the show every three minutes. Foot over bridges were branded with messages such as 'Crossing railway tracks is unwise, for real stunts watch Fear Factor'.

The channel has tied up with coffee outlet chain Barista to launch a Fear Factor special edition coffee, called F2. A contest, called Meet the Divas, has been created in association with Big Bazaar, where select 13 customers from across the country can win an opportunity to have lunch with the thirteen participants of the show.

"The idea is to reach and engage with the viewer at every touch point, be it on mobile phones, coffee shops, roads, trains or malls," Arora says. He adds that this time, since the channel commands a massive reach, the focus is on engaging the audience.

In Delhi, Colors is branding the electricity bills. It is also sending out CDs containing the promo of the show through the LPG distribution system across Maharashtra and UP. "The idea is to reach out to the viewer directly, to make the reach measurable and quantifiable," he says.

Besides, the fire engines in the city will also be branded with the slogan 'Yeh hai asli khatron ke khiladi', followed by a special felicitation of all firemen by the participants.

Around 450 traffic poles across Mumbai will bear 900 messages, spreading awareness about various traffic rules and regulations. Road shows will also be carried out in 80 cities, encouraging people to perform stunts and giving away KKK merchandise.