MUMBAI: Zee TV is finally game for Kam Ya Zyaada. The 'closely guarded' Rs 30 million gameshow will be hitting the tube on 5 December and the channel is now about to unleash some heavy duty promotional activities.

The activities have been divided into four segments, which include Below-the-Line (BTL) activities, city hype building activities, radio-based campaigns and then the above line activities. In the second phase of the campaign, the channel might even use Manoj Bajpai, who anchors the game show.

"Our initial effort will be to get the brand name Kam Ya Zyaada established on the minds of people. Apart from the regular above the line activities, here BTL activities will also play a key role. We have plans to do various innovative campaigns," says Zee TV marketing head Tarun Mehra.

Zee TV has conceptualised a Tarazu activity to drive its BTL plans. As per the concept note, participants get a chance to weigh themselves against a sack of coins. The person who gets the coupon for the lucky dip at a centralised location wins if his weight matches with the weight of coin. Kam Ya Zyaada merchandise will be awarded to participants who landed close.

The city hype building activity will cover cities such as Mumbai, Delhi, Kolkata, Pune, Ahmedabad, Baroda, Surat and Ludhiana. On the radio front, according to Mehra, the channel has bought spots in almost all the FM radio channels and Vividh Bharati. Red FM has been signed as the radio partner for the gameshow. The channel has also entered into a marketing association with Barista for the show.