MUMBAI: Even as the buzz over the finale of Bigg Boss season 9 is yet to die down, Colors is all set to unleash onto viewers its other popular reality show format - Khatron Ke Khiladi – Kabhi Peeda Kabhi Keeda from 30 January.
The seventh season of the show, which will be hosted by actor Arjun Kapoor, will be aired at 9 pm on Saturdays and Sundays and will feature 14 celebrity contestants.
Additionally, in an attempt to make the show’s experience more personal for viewers, Colors will also unveil a game - Khatron Ke Khiladi – The Game, which will urge players to overcome their fears and dodge high-speed obstacles keeping them engaged through levels of adventure-filled game play.
With a user-friendly interface having Tilt-Based Control Scheme, the game will be available on Android and iOS platforms. Players will also be able to share their performance through social media features like Facebook sharing and Leaderboards. The game has been developed by Hungama Gameshastra.
A change in the show’s format will see the contestants being split into two teams, turning the competition into an open battlefield.
The channel has roped in Tata Motors’ ZICA as the show’s presenting sponsor and Red Chief Shoes as the powered by sponsor.
Colors CEO Raj Nayak said, “We have kicked-off the year on a high with the closure of another successful season of Bigg Boss where the choicest celebrities were camping in a house away from prying eyes. And now, with Khatron Ke Khiladi – Kabhi Peeda Kabhi Keeda, it’s time for viewers to bear witness to their favourite celebrities facing their fears and performing stunts in the same time slot on weekends.”
Colors programming head Manisha Sharma added, “This year we have incorporated a new twist in the show’s format by dividing the contestants into two teams. Their perseverance was put to test as they had to not only compete against each other but also play for each other whether or not they liked it. As a host, Arjun Kapoor surpassed all our expectations not only as an entertainer but also as a motivator at every level of difficulty. It was exciting to see the contestants fight all their fears to come out as strong performers.”
Speaking about what’s in-store this season, Endemol Shine India managing director Deepak Dhar said, “With more than 100 people working tirelessly to bring alive the ‘Kabhi Peeda Kabhi Keeda’ theme of Khatron Ke Khiladi this season, it’s one of our most promising seasons thus far. An all-new location like Argentina and an exciting gen-next host Arjun Kapoor, have served as the perfect setting for our teams to up the entertainment quotient. Keeping in tune with the theme and the 14 eager participants, we have introduced a volley of surprises to create edge-of-seat moments for viewers and the unsuspecting Khiladis alike.”
Tata Motors marketing communications & service, passenger vehicles business unit Delna Alvari said, “We continue to work with our partners to create interesting properties for our customer as a part of our Madeforgreat campaign. This is a step towards yet another offering and is delighted to work with Colors. The concept of Khatron Ke Khiladi is to push oneself to overcome new challenges, which resonates with our values as well. With the start of an exciting year for Tata Motors with new products and multiple customer engagement initiatives, planned under our #madeforgreat campaign, we have started the brand transformation journey.”
The 14 contestants this season include Bollywood actors Tanishaa Mukherji, Sidharth Shukla, Vivan Bathena and Sana Saeed, real-life television couple Jay Bhanushali and Mahhi Vij, model Parvathy Omanakuttan, Indian hockey player Yuvraj Walmiki, telly actors Aishwarya Sakhuja, Tina Dutta and Himanshoo Malhotra, and dancing stalwarts Faisal Khan, Mukti Mohan and Raghav Juyal.
On the marketing front, the channel has planned an integrated marketing campaign across mediums including print, cable and DTH, radio, electronic media, OOH and cinema. Also in the media mix are on-ground activations in sync with the Colors Golden Petal Club in nine cities across Uttar Pradesh.
In Mumbai, special Khatron Ke Khiladi announcements are being made on Western Railways and Metros. A robust digital outreach will keep the buzz surrounding the property alive on social media platforms including Facebook, Twitter, Instagram and YouTube among other platforms.
