afaqs!

Racing ahead with UTV Action

By Nandana Das , afaqs!, New Delhi | In OOH News | September 19, 2011
The specially-designed racing game tests the skills of players as they are made to tactically move a battery-operated car through strategically-placed red lights and creatures inspired from Terminator Salvation.

In a bid to promote its 'movie of the month', Terminator Salvation, UTV Action, is conducting a unique activity based on the concept of the sci-fi blockbuster. The channel created an exciting game that tests the racing skills of participants on a racing track board, which is based on the theme of the movie.

The specially-designed racing game tests the racing skills of players as they are made to tactically move a battery-operated car through strategically-placed red lights and creatures inspired from Terminator Salvation.

The racing platform is 6 feetX6 feet, and the thickness of the platform is 6 inches. The catch in the game is to surpass all these obstacles, which will force the player to change his or her path and reach the finishing line in record time. With each player facing a minimum of three obstacles, only those who manage to finish the race in the shortest time span will win the coveted Terminator Salvation title and goodies from UTV Action.

The activation carried out by Jagran Solutions started last week, and will go on through this week in various cities like Delhi, Mumbai and Bengaluru.

The participants of the car race are employees of different media agencies such as Madison Media, GroupM, Carat, Mindshare and Lodestar, to name a few.

Talking about the idea, Pankaj Raj Kumar, national head, operations, Jagran Solutions, says,
"The idea was to create an engaging activity which would involve people and also give them a rationale of the film. Keeping this in mind, we designed a racing track against the backdrop of Terminator Salvation, and added elements from the film to capture the interest of the audience."

Sameer Ganapathy, business head, UTV Action, says, "We wanted this game to take forward the concept of the film, which is 'fighting the machines and cyborgs and saving mankind' by engaging the participants in an interesting manner."

"Until now, the activity was a smooth sailing one. The agency personnel have been cooperative and have given a very good response, which has helped us execute the activity well," signs off Ganapathy.

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