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Jagran Solutions takes AXN's new show, India's Minute to Win It, on ground

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | January 18, 2011
The new game show was promoted extensively at malls and had more than 2,000 people participating and experiencing the games.

Brand activation agency Jagran Solutions recently conducted an extensive on-ground activation programme for AXN's new show, India's Minute to Win It. Through this campaign, AXN wanted to give audiences a sneak preview of the concept of the show.

The show, which is being hosted by Gaurav Kapoor, was launched on January 12 and as a precursor to this, an on-ground activity was kicked off through extensive mall activation programmes across nine top malls in Mumbai, Delhi and Bengaluru on Sunday, January 9.

The show format has gained popularity in international markets and gives participants an opportunity to win a huge amount of money (Rs 1 crore on the Indian version of the show) if they perform a series of simple and exciting tasks within a span of a minute each.

Giving people a taste of the game show, the on-ground activity involved a total of 13 different interactive modules that engaged the audience with activities such as Face the Cookie, Moving on Up, Elephant March, Junk in the Trunk, Contagious, Nose Dive, Suck it up, Stack Attack, Separation Anxiety, Johnny Apple Stack, Hangover, Keep it up and This Blows. All these acts were designed in synergy with the game show, albeit in a relatively smaller set up. The LCD panel, running a timer of 60 seconds, was the highlight of the activity.

Discussing the activity, Rohit Bhandari, senior vice-president, AXN and Animax, says, "The international version of the show is hugely popular. The response received at the call for entry stage was simply overwhelming. So, it was anticipated that once we were out with the people, giving them an opportunity to play and experience the games, they would greatly enjoy them."

With the series of mall activities, AXN claims that it has successfully managed to grab more than 2.5 lakh eyeballs on a single day. In addition, approximately 2,000 people participated in the interactive games and were instantly gratified.

Says Ambika Sharma, chief operating officer, Jagran Solutions, "The show itself is so well paced, with content which keeps viewers at the edge of their chairs, that to mirror the ground activation in synergy with high engagement has been fun. The consumer response received was excellent, with enthusiastic participation on ground."

The mall activities were conducted in Oberoi, Nirmal Lifestyle, Inorbit and Phoenix Mills in Mumbai, The Great India Place and Ambience mall in Delhi and NCR; and Garuda and Forum mall in Bengaluru.

While the show's offering of performing tasks in a minute seems similar to the Omung Kumar shows, Ek Minute and Aur Ek Minute, aired on Zee TV years ago, the big prize money in the new show is a key driver. Let's wait and watch how 'India's Minute to Win It' delivers on TRPs.

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