MUMBAI: Colors’ flagship adventure reality show Fear Factor: Khatron Ke Khiladi will see Hindi movie actor Akshay Kumar returning as host of the show.
This time round, the show has inked a partnership with Coca-Cola India’s soft drink Thums Up, which is endorsed by Kumar.
The two will present an innovative ‘integrated product’ for the first time on Indian television. The show will be a seamless integration of brand Thums Up, the format Fear Factor Khatron Ke Khiladi and Thums Up brand ambassador Akshay Kumar on celluloid.
Season 4’s theme is ‘Torchaar’ with extreme adventure that inculcates the spirit of pushing boundaries to experience that one moment of thunder. This is also the first time that Thums Up has associated with a reality television show.
After three seasons Colors’ Khatron Ke Khiladi – Torchaar reaches South Africa with 13 men along with their female partners. The 13 women are from different walks of life and will be paired along with common heroes. The participants will be pushed off their comfort zone, the level of stunts and tasks will be extreme and intense than ever before, making this a deadly combination of drama and action on small screen! The winner will not only be bestowed with the title of being the ‘Khiladi’ but also chosen as the ‘Thums Up Thunder Star’. The Thums Up Thunder Star will get an exclusive opportunity to feature with the Akshay Kumar in the brand’s new communication campaign.
Besides a series of on ground events across Hindi Speaking Markets (HSM), the show will be extended on 15 lakh Thums Up & KKK 4 branded bottles.
Colors head of programming Ashvini Yardi said, "With every season of Fear Factor Khatron Ke Khiladi, our endeavor is to present something new, exceptional and clutter breaking to the viewers. This season, KKK4 has been recreated with Thums Up as a complete integrated product for television. Both brands are synonymous with action, high-energy and ‘I will do anything’ attitude. Also, Akshay Kumar returns as the host along with 13 men attempting the deadliest stunts shot in the exotic locales of South Africa, Khatron Ke Khiladi ‘Torchaar’ making it a must watch this summer."
Kumar, who believes in performing every stunt prior to the boys, has gone through rigorous training himself. Talking about his comeback on Khatron ke Khiladi, Kumar said, "It feels good to be back to my home ground with Khatron Ke Khiladi and it is exciting to do something that I love to do – adventurous stunts. As the name suggests it will be ‘torchaar’ to the core and the boys will be expected to perform some really edgy stunts. The girls too can shed their vanities and nervous giggles and be prepared to face challenges thrown their way. I am going to be absolutely tough and brutal with the boys and yes it will be worth watching."
This summer, Thums Up has launched a new ‘Taste the Thunder’ communication initiative – ‘Yeh Toofan’ featuring Kumar.
Talking about the association with Colors, Coca-Cola India director – integrated marketing communication Wasim Basir added, "Thums Up has always believed in adding action, attitude and adventure into the lives of its consumers. The brand is all about dare devilry and a go getting spirit. Our association with KKK 4 amplifies the core creative idea and the values that the brand stands for. A key element of the association is also our aim to identify the Thums Up Thunder Star from amongst the participants in KKK 4. The Thums Up Thunder Star who will emancipate the values of the brand will get a once in a lifetime opportunity to share on-screen space with Akshay Kumar. The association is a perfect fit because a Thums Up loyalist will go to any extent – whether to grab his favourite bottle of Thums Up or make his way out of a difficult situation. We anticipate that the show will continue to set benchmarks in the reality television space."
