Godrej to launch a reality game show `Khelo Jeeto Jiyo`

Godrej to launch a reality game show ‘Khelo Jeeto Jiyo’ on 3 Star channels
By SportzPower Team
Published: 20 May 2009 - 15:57
MUMBAI: The Godrej Group plans to come out with a new reality game show Godrej Khelo Jeeto Jiyo as part of marketing activity. The company
believes that this media innovation is expected to be thrice as effective at reaching consumers compared to traditional advertising.
The show will air every weekday across three STAR Network channels - Star Plus, Star One and Star Utsav - for a period of 10 weeks beginning June.
Godrej Khelo Jeeto Jiyo allows consumers who aspire to a better and brighter lifestyle, to team up with a relative/friend to play a series of innovatively
conceptualized games in a home-styled setting.
The show, which will be produced by Big Synergy, will ultimately lead to the opportunity to win the grand prize, a fully furnished ‘Godrej Brighter
Home’ from Godrej Properties.
Contestants will also win a wide range of Godrej lifestyle products as they move forward in various stages of the contest.
Godrej Khelo Jeeto Jiyo also promises to have exciting elements like surprise winners, interactive on the spot participation, top celebrity couple
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competitions during the course of various episodes.
Commenting on this innovative marketing strategy, Godrej executive director and president (Marketing) Tanya Dubash said, “The strategic direction
of the show Godrej Khelo Jeeto Jiyo evolved from the premise that over 400 million Indians look to Godrej for products that are markers of a better
lifestyle. Yet, not all of them are aware of the vast array of products from Godrej that are actually available.”
He further added that, “The show fuses the hopes and aspiration of these consumers with what Godrej has to offer to make their dreams of a brighter
lifestyle a reality. We are happy to have partnered with STAR and Big Synergy, who are stalwarts in the entertainment sector. The combination of our
bond with India’s growing middle class and access to the audience franchise of Star will lend enormous leverage and strategic advantage to our
brand’s communication.”
Speaking about the show, STAR Plus GM & EVP Keertan Adyanthaya said, “We are honoured to partner with India’s leading brand of consumer
products, Godrej, in the innovatively designed reality game show, Godrej Khelo Jeeto Jiyo. Produced by Big Synergy, the show is a combination of
excellent production values and a superior programming concept, targeted at a wide audience reach of three of STAR Network’s channels Star Plus,
Star One & Star Utsav.”
Consumers can enter the show by purchasing any Godrej product and sms-ing the value and barcode number of the product. The contest will be
advertised across media and at retail touch points.
Godrej Khelo Jeeto Jiyo will be promoted through a pre-show 360 degree activation/ consumer engagement campaign across television, mobile and on
ground activities.
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