The reality game show will be showcased on three channels – STAR Plus, STAR One and STAR Utsav
The Godrej Group is busy preparing for its debut on the small screen. The brand is teaming up with television network STAR to mount its first ever branded content on the silver screen.
Godrej and STAR have come together to create a branded lifestyle reality game show, titled Godrej Khelo Jeeto Jiyo. The show will showcase and promote various consumer products and other offerings from the Godrej Group.
The initiative aims to impress the audience with the group’s wide portfolio, including products ranging from personal care to property and microwaves to moulded furniture. Nearly 70 per cent of a modern home can be furnished with Godrej products.
Interestingly, last year the company had re-launched the Godrej master brand, giving the brand a new look and feel, with a commitment to bring a brighter life for consumers. The reality game show, in concept and execution, aims to fulfil the core promise of a brighter life for consumers.
Consumers can participate in the show by purchasing any Godrej consumer product and by sending an SMS about the value and the barcode number of the product. The show will be all about the Indian family, where contestants can win products required to furnish a beautiful home for a comfortable lifestyle.
As this is the first ever branded lifestyle reality show on television, it aims to cater to all Indian consumers who are optimistic, aspire to achieve and express these achievements through the products they buy and own.
Godrej Khelo Jeeto Jiyo will be a 10 week reality game show with 50 episodes. The show will go on air tentatively in June. It will be aired on weekdays on three STAR Network channels – STAR Plus, STAR One and STAR Utsav.
STAR is not new to AFP (advertiser funded programming). Keertan shares that Rin Mera Star Superstar was the last AFP on STAR Plus and last year, there were three episodes of Pepsi Chala Change Ka Chakkar, which showcased a contest gratification where winners got an opportunity to swap their lives for a day with celebrities such as Mahendra Singh Dhoni, Saif Ali Khan and Juhi Chawla. Recently, on STAR One, Ponds Age Miracle Salaam E Ishq was another branded content endeavour that won the second prize at the Goafest.
STAR goes for AFPs only if its aims and goals (entertaining and engaging the whole family) match with the brand that it ties up with. Talking about the new show with Godrej, Adyanthaya says, “Big Synergy came up with the concept for the show and approached us. Subsequently, both of us developed it further and jointly approached Godrej.”
Godrej Khelo Jeeto Jiyo will provide consumers a chance to win a wide range of Godrej lifestyle products as they move forward to various stages of the contest. The winner stands to win the grand prize – Godrej Lifestyle – through a fully furnished ‘Godrej Bright Home’.
Tiwari informs, “We will go for on-ground activities, along with mass media advertising (such as calling for entries) to promote the show to drive maximum participation from our consumers. The show promises to have exciting elements such as surprise winners, interactive on the spot participation and top celebrity couple competitions to engage and enthral the audience.”