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Colors to air ‘Khatron Ke Khiladi’ from 30 Jan; ropes in two sponsors

MUMBAI: Colors has roped in ZICA from Tata Motors and Red Chief Shoes as the presenting and powered-by sponsors respectively for the new season of ‘Khatron Ke Khiladi: Kabhi Peeda Kabhi Keeda’.

The show, which is set to premiere on 30 January, will air every weekend at 9 pm on the channel.

With Arjun Kapoor as the new host, the show will feature 14 contestants including 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.

Arjun-Kapoor,-Raj-Nayak-CEO-COLORS,-Deepak-Dhar-MD-Endemol-at-the-launch-of-the-new-season-of-Khatron-Ke-KhiladiColors 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 timeslot on weekends. Making the show’s experience more personal for viewers, we will be launching ‘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 gameplay.”

Tata Motors head of marketing communications and 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 we are 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.”

Shot in Argentina, the new season will see Arjun Kapoor making every member of the show, including the Argentinian crew, dance to his desi tunes. A change in the format will see the contestants being split into two teams, turning the competition into an open battlefield.

To promote the show, Colors has planned an extensive integrated marketing campaign across platforms including print, cable, DTH, radio, electronic media, OOH, cinema, etc.

The channel has also planned 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.

The channel is also launching ‘Khatron Ke Khiladi: The Game’, a pacey, thrilling action adventure game, developed by Hungama Gameshastra, challenging players through a stunt-ridden obstacle course requiring them to take down other contestants.