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A new Khiladi creates Darr on OOH!

By Bhawana Anand - April 09, 2014

The campaign matches the adrenaline pumping effect of the show through some death-defying stunts created on the OOH platform.

COLORS Channel has launched the latest season of'Khatron Ke Khiladi' and to spread the look and feel of the reality show, the channel has rolled out an edgy outdoor campaign called'Darr'. The outdoor campaign extended the show features such as thrills, chills, fear, danger and glamour onto the OOH campaign which was designed to reach out to the fans through unique never-seen-before initiatives. Creativity of thought, media and execution were the core focus of the campaign for which the mandate has been handled by Milestone Brandcom agency.
"Multiple creative executions were rolled out across the country to thrill the audiences. The idea is to target the right audience and grab their attention through at least one consumer-led touch-point during the launch week.Over 2.5 lac sqft of print was used to cover 75+ cities with over 1,300 high impact media touch points,” said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.

Over the course of a few weeks, the death-defying, edge-of-seat moments of the show were created live on the out-of-home medium for audiences to experience with three exceptional creatives.

Here are the details of innovations.

• The leaping car :

A real car was made to look leaping amid flames at a busy arterial route in Mumbai. A huge platform, depicting a disjoined bridge was created. The car was placed on the edge at a leaping angle and to further enhance the visual appeal and make the challenge harder, a flaming torch was placed beneath it.

• Rescue:

A rescue operation inspired from the show was recreated on a billboard! A life size person (mannequin) is shown as being rescued from a failed task in the depths of the ocean by an enormous rescue chopper featured in the show.

• Chained:

Another billboard was entirely covered up in huge chains. The idea was to create some hype and excitement before the launch of show. The billboard was wrapped up in such a way that only the cast, the launch day and the telecast time were visible.
The entire campaign ensured that the audiences were pulled to the show and enjoy a thrilling roller coaster ride .

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