After about 10 reality show formats, Colors, the Hindi GEC from Viacom18, has announced the launch of the Indian adaptation of The House That Made Me. Christened Har Ghar Kuchh Kehta Hai, the show will feature childhood stories of celebrities and the houses where their stories began.
It is an advertiser funded programme (AFP) with only Asian Paints as the title sponsor. There will be no other sponsors for the show; however, the ad-slots during the show will be sold as usual. Raj Nayak, CEO, Colors, explains, "The show is a collaborated effort put forth by Colors, BBC Worldwide Productions India and Asian Paints, with all parties being equal stakeholders." The format for the show is owned by BBC. The original show has been a hit series in the UK.
Nayak states that now, the channels are ready for this kind of content. "A decade ago, branded content was still a unique concept. But now, the niche has been recognised as an area of 'growth of business'. At Colors, we partner with our clients on various projects and we don't look at it as branded content."
He adds that no show will go on air unless the creative resonates with channel strategy and programming content that should add variety and have a distinct appeal.
Har Ghar Kuchh Kehta Hai will take viewers through an emotional journey with celebrities reminiscing about their childhood. Amit Syngle, president, decorative business unit, sales, marketing and technology, Asian Paints, explains, "We would like to inspire consumers to create their beautiful homes, and we see this property as creating a strong emotional connect with the home, and the joy that it brings in each one's mind."
Interestingly, the title of the show, Har Ghar Kuchh Kehta Hai, has been the communication line for the brand. Syngle adds, "The line has been historically associated with Asian Paints and emotional homes stories. The show therefore is an extension waiting to happen."
To be launched on Saturday, September 7 at 6.30 pm, the series will be hosted by Vinay Pathak and produced by BBC Worldwide India. Colors expects to build the weekend early primetime band with a new kind of content. Also, the channel is exploring opportunities of airing the show on network channels such as History18 and IBN7. Although the current season has 10 episodes, the channel could look at another season if the response is favourable.
The show will target viewers across SEC A, B and C, which is the target group (TG) of Asian Paints. The company expects the show to reach a wide range of its consumers.
Celebrities form the focus of the show not only for their instant appeal but also because many people are not aware of the struggle behind their success. The aim is to build engagement and involvement of the common man.
Har Ghar Kuchh Kehta Hai will feature celebrities like Govinda, Irfan Pathan, Sakshi Tanwar, Shaan, Waheeda Rehman, Remo Dsouza and Ila Arun, among others. Syngle says, "The concept of 'our first homes' emotionally connects to any audience since the feeling is universal. Irrespective of who we are today, we can never forget where we have come from."
The company (Asian Paints) is running a contest online in conjunction with the show, which is also called 'Har Ghar Kuchh Kehta Hai'. The contest invites people to tell the story of their home and how they have created that special place through colour, decor and memories.
Myleeta Aga, senior vice-president and general manager, India and content head, Asia, BBC Worldwide, says, "We will be visiting every nook and corner of the country to visit the childhood homes of these celebrities whilst revealing facts about their lives that the general public wasn't aware of."
The channel will promote the show on its network channels, including regional, music, lifestyle and news channels. Nayak adds, "We are planning a focused digital promotional strategy to encourage viewers and consumers to engage with the show."