MUMBAI: UTV Bindass’ reality show Big Switch will be hosted by Bollywood actress Genelia D’Souza .
Big Switch is a reality show where the lives of 10 rich kids are stripped back to the no frills confines of a Mumbai slum! The Rich Kids are each paired with a buddy from the slum and they must fight for survival helped by their buddies.
Bindass CEO Zarina Mehta says, "Big Switch is a Life Changer both for the viewers and contestants and sets new benchmarks for Reality TV programming. Our idea is to bring together two clashing worlds – that of the Super rich and their Slum Buddies and shatter all myths about both! Mumbai’s slums are stereotyped by the world’s media. But slums are filled with stories of triumph against adversity, people with ambitious hopes and dreams, and success stories. Our aim with Big Switch is to give an alternative view of both lifestyles filled with fun, massive doses of humor & drama along with Genelia who for me is the original Miss Sunshine!".
D’souza says, "This is the first TV show I have been involved with and I am really very excited to be part of it. I am really looking forward to the Big Switch as it’s no ordinary reality show. It’s a very cool, very original ground breaking format, and it’s also going to be a lot of fun as well – both for viewers and even contestants. I know that the Bindass team has some really crazy things planned for the show.. Whilst the tasks and the environment will be tough, my role will be to help the contestants through it all – the good and the bad, the sorrow and the joy and I can’t wait for it all to start. Big Switch is a "show with a heart", this really attracted me to be a part of it.
Commenting on the launch season of Big Switch UTV Bindass channel head Heather Gupta said, "Big Switch is set to challenge the boundaries of reality programming, as we create new benchmarks for reality shows. We are proud to pioneer this gripping format in our constant quest to offer ‘the unexpected’ while staying truly Bindass. The inspiration for this programme actually stemmed from our research which indicated the youth of India love reality but want to see shows which are truly conceived and made in India"
A 360 degree robust multimedia marketing plan together with a well crafted Tease and Launch campaign will be executed through a mix of TV, outdoor, radio, print, search engine marketing, viral trade and BTL activation.
Big Switch is being produced by Endemol with inputs from creative director Malaya Pradhan. Directed by Hitesh Bhatia and creative consultant Radhika Bhutala. The programme is conceptualized by the Bindass Team, head Programming Shalini Sethi & senior executive producer Meghann Malik and creative director Anuradha Gakhar.