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Colors breaks records to promote Guinness World Records - Ab India Todega

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | March 18, 2011
The channel put up the 'Fastest flex-mounted billboard' and broke the record of the 'Longest parade of rickshaws' in a move to promote the launch of the new show.

Colors, the Hindi general entertainment channel from Viacom18, recently launched its new show Guinness World Records - Ab India Todega, with a rather unique activity -- breaking two world records as part of the promotion.

The show, which promises to be an hour-long visual treat of awe-inspiring, bizarre, unforgettable and entertaining record breaking acts by Indians, was promoted through an innovative marketing approach by the channel, in keeping with the show's unique format. The channel managed to secure a place in the Guinness Book of World Records through these activities.

Colors staged a record attempt for the Guinness World Records title for the 'Fastest time to mount a flex billboard'. Four mounters courageously fixed the flex, of dimensions 100 ft (width) x 20 ft (height), at a height of over 60 ft, without any helmets or harnesses, in a record time of 20 minutes and 51 seconds at V Mehta Road, JVPD Scheme, Mumbai on March 11.

The billboard announced the show's launch on the channel and read, 'This is the world's fastest flex billboard ever mounted', along with the show logo and channel branding.

The record was broken with the support of Mudra Max's OOH (out-of-home) arm Primesite. It usually takes seven mounters more than 90 minutes to fix a billboard of such dimensions. The achievement of the team of four mounters earned them recognition from Guinness World Records.

To create an on-ground buzz, Colors launched an event where the Maharashtra Rickshaw Chalak Sena (MRCS) set a new world record for the 'Longest parade of rickshaws'. This record was earlier held by Thailand's Special Journey Company of 175 tuk tuks (local rickshaws) that traversed a distance of 3.2 km. On March 13, Colors and the MRCS broke that record by launching a 5 km parade of 290 rickshaws on the Eastern Express Highway in Mumbai. The rickshaws also carried banners promoting the new show on their sides.

Both these record attempts were adjudicated by Raymond Marshall, head, legal and business affairs, Guinness World Records.

Speaking on the innovative marketing initiatives, Rajesh Iyer, associate vice-president, marketing, Colors, says, "The uniqueness of Guinness World Records -- Ab India Todega -- lies in the fact that Indians will get a chance to break world records and etch their names in history. We extended this concept into the marketing campaign, as well. It was only logical to kick off the launch of this show with Indian people earning their place in the Guinness World Records."

The channel has also launched an on-air initiative with a series of promos featuring Bollywood actor Preity Zinta attempting to break Guinness World Records, which has created much hype and inquisitiveness amongst viewers. To further increase awareness, Colors has planned an integrated marketing approach to promote the show across multiple media, including a radio partnership with Big 92.7 FM.

Guinness World Records television shows are watched in more than 90 countries, by more than 250 million people. Preity Zinta debuts on the small screen with this Indian version of the show, which is being produced by Miditech.

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