GECs
COLORS associates with Idea and Gionee for “Khatron Ke Khiladi – Darr Ka Blockbuster”
MUMBAI: COLORS’ upcoming show, Khatron Ke Khiladi – Darr Ka Blockbuster is all set to up the ante with thrilling action with action maestro and entertainer Rohit Shetty along with celebrity contestants. COLORS has joined hands with telecom major Idea Cellular and Gionee Smart Phone who have associated with the fifth season of Fear Factor Khatron Ke Khiladi as Presenting Sponsor and Powered by Sponsor respectively.
The adrenalin filled high octane adventure with Rohit Shetty as the stunt architect promises to create an unparalleled viewing experience that will help the sponsors connect with their core target group. The show produced by Endemol India Pvt Ltd is currently being shot in South Africa will hit airwaves in March, 2014.
Commenting on the association, Raj Nayak, CEO – COLORS, said, “Khatron Ke Khiladi, over the past few years, has created a strong brand value in the minds of the audiences who associate the show with unlimited blockbuster action and entertainment. Through innovative integration and branding opportunities, we are looking forward at creating synergies that will mutually benefit us and our sponsors.”
Speaking about their association, Sashi Shankar, CMO – Idea Cellular said, “This is the third season of Khatron Ke Khiladi where we are associating with COLORS as the Presenting Sponsor. The show has garnered high visibility over the seasons and has helped us in creating high recall amongst our target audience. This time around we are looking forward to engage with our consumers through multiple initiatives that will further our brand proposition.”
First time powered by sponsor of Khatron Ke Khiladi Gionee Smartphones India Head, Mr. Arvind. R. Vohra said, “Gionee being a global brand sees Khatron Ke Khiladi as great opportunity to connect with our target audience. This genre is a perfect way to reach out and establish connect with the young and adventurous new generation. Gionee believes in creating a benchmark in innovation with every new offering and KKK is the apt choice to connect with those who too believe in taking greater risks to achieve the best. We have created some very exciting integration in the show and hope that the consumers will enjoy the same”
Additionally Mahindra Scorpio and Amul Macho have come on board as the Associate Sponsor on the Show.
Idea presents Khatron Ke Khiladi – Darr Ka Blockbuster powered by Gionee Smart Phone is a stunt-based action-packed small-screen blockbuster which combines thrill and fear to make for an unparalleled entertainment experience with celebrity contestants who will perform stunts fueled by their inner strength and willpower. With the biggest entertainer of Bollywood Rohit Shetty as the stunt architect the show is being filmed in the scenic locales of South Africa will feature young and talented bollywood actors Mugdha Godse, Nikitin Dheer, Ranvir Shorey, Rajniesh Duggall, Ajaz Khan, television stars Gauahar Khan, Kushal Tandon, Pooja Gor, Dayanand Shetty, cricket commentator Rochelle Maria Rao, choreographer Salman Yusuf Khan, television couples Gurmeet Choudhary and Debina Bonnerjee, Karanveer Bohra and Teejay Sidhu, model-turned-actor Deana Uppal, and Bollywood stuntwoman Geeta Tandon.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
