Khatron Ke Khiladi 5: High pitch launch

Colors has conceptualised a marketing campaign for the latest season of Khatron Ke Khiladi that was launched this weekend. The campaign includes the use of print, cable, radio, promo exposures in various network and non-network channels along with OOH and mobile app platforms.

To engage the digital audience, the channel has also launched a one-of-a-kind adventure-based mobile game called Khatron Ke Khiladi - The Game on March 22, coinciding with the launch of the show.

The app, designed by Gameshastra Solutions, is devised to challenge the fear of height of the players. While playing, a performer has to maintain balance walking on a tight rope while passing through the dense jungles of South Africa. The app will also enable players to purchase branded in-game merchandise for their respective characters. Scoring for the game will be on the basis of the 'distance covered' on the tightrope before a player loses balance and trips due to factors such as wind conditions and rope oscillation.

The game will be available for download on iOS and Android platforms.

The channel is also trying to tap the audiences on the social media front using Facebook, YouTube, Twitter and Instagram. For followers on these platforms, the channel will dish out exclusive content such as the first look of all the contestants, exciting trivia from the shoot in South Africa, hilarious bloopers and behind-the-scenes videos.

Colors has also partnered with Radio Mirchi as an exclusive radio partner who will engage listeners over a period of 17 days through 17 stations across the country. Radio Mirchi will review the show's opening on its premium property, 'Blockbuster Budhwar' along with small segments interspersed during the day called 'Meri Life Ka Blockbuster' which will highlight the achievements of real-life khiladis from the entertainment industry.

Speaking about the initiatives, Raj Nayak, CEO, Colors, says, "We have designed a comprehensive digital and marketing campaign for the show that promises to engage audiences at multiple touch-points to create a strong recall value."

The campaign involves more than 4500 spots on television, and more than 75 editions of print publications, over 9,000 radio spots, OOH covering 70 cities and DTH imprints. The idea is to target the right audience and grab their attention through at least one consumer-led touch-point during the launch week.

The latest season of Khatron Ke Khiladi - Darr Ka Blockbuster will see Idea Cellular as the presenting sponsor along with Gionee smartphone as the powered by sponsor. Associate sponsors include Mahindra Scorpio and Amul Macho. This edition is produced by Endemol India.

Khatron Ke Khiladi brings together a mix of male and female contestants who are bound together by their elemental fears. This season will bring together 15 celebrity contestants as they perform stunts under the expert guidance of Bollywood's ace action entertainer Rohit Shetty.

The show will also witness a change in format that will further engage audiences week after week. Unlike the previous seasons, contestants will not have access to partners to hold their hands through some of the toughest tasks. Additionally, every episode of the show will feature three different stunts with a unique set of contestants participating in each stunt.

Some of the contestants who will be seen trying to conquer their phobias include Bollywood actor Ranvir Shorey, Mugdha Godse, Nikitin Dheer and Gauhar Khan. Some of the small screen actors are Dayanand Shetty; cricket commentator Rochelle Maria Rao; Rajniesh Duggall; Kushal Tandon; Gurmeet Choudhary and Debina Bonnerjee; Karanvir Bohra; Teejay Sidhu; Pooja Gor; ace-dancer-turned-actor Salman Khan and Bollywood's real action heroine Geeta Tandon.