Indiantelevision.com Team

(30 August 2007 4:29 pm)

MUMBAI: Zee TV is sprucing up its weekend offerings with the launch of an advertiser funded programme titled Tata Indicom Fun on the Run.

Conceptualised as a celebrity treasure-hunt, Tata Indicom Fun on the Run will kick off on 1 September and will air on Saturdays at 7:30 pm.

The Tata Indicom brand will be strategically weaved into the content of the show as eight celebrity duos perform a series of tasks and games across nine Indian cities. The contestants will be provided with Tata Indicom handsets from which they receive clues to their search.

The prize money for the winning pair is Rs 2.5 million.

The hour long show has been conceptualised by media agency Lodestar Universal for their telecom client Tata Indicom.

Produced by Contiloe Films, the first season of the show will be encapsulated in a 13 episode series hosted by actor and VJ Gaurav Kapoor.

Said Tata Teleservices VP marketing Abdul Khan, "In this show Tata Indicom connects to its consumers in a unique and exciting way. We have showcased the power of our network across India along with a range of value-added services such as MMS, video download, voice portal and other services which play a vital role in various stages of the game. We are happy to be associated with Zee TV and Contiloe Films on this unique game show and are confident that it will be a benchmark for others to follow."

Zee TV marketing head Tarun Mehra said, "We at Zee TV are currently lacking in two areas - our weekend and afternoon programming and this is an attemt to strengthen the same. We have tasted success with similar innovative programming before and are sure that our second attempt will be equally successful."

Contiloe Films CEO Abhimanyu Singh said, "The contestants went through a rigorous shoot lasting for about four and half months in the summer months. It has been one of the most challenging shows that we have produced. It has all the ingredients of adventure, thrill, humour and emotion to make for great television viewing."

The eight celebrity pairs participating in the show are husband-wife couples Rajeev and Delnaaz Paul, Bakhtiyaar and Tanaaz Irani, Rajesh and Madhavi Kumar, Ayub and Niharika Khan, friends and colleagues Anushka Manchanda and Pratichee Mahapatra, Baba Sehgal and Anaida, Kushal Punjabi and Chetan Hansraj.