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Godrej ties up with Star for reality game show - Mr.Bhat - 05-21-2009

FMCG player Godrej Group has joined hands with Star India and Big Synergy to launch an new reality game show, titled as Godrej Khelo Jeeto Jiyo, which will air every weekday across Star Plus, Star One and Star Utsav, for a period of 10 weeks beginning in June this year.

The family show allows consumers to team up with a relative or friend to play games in a home-styled setting, which may eventually lead to winning a grand prize of a fully-furnished home from Godrej Properties.

The initiative aims to impress the audience with the group's wide portfolio, including products ranging from personal care to property and microwaves to moulded furniture. Nearly 70 per cent of a modern home can be furnished with Godrej products.

"We are happy to have partnered with Star and Big Synergy, who are stalwarts in the entertainment sector. The combination of our bond with growing middle class and access to the audience franchise of Star will lend enormous leverage and strategic advantage to our brand's communication." says Tanya Dubash, executive director and president (marketing), Godrej.

Keertan Adyanthaya, general manager and executive vice-president, Star Plus, says, "The new 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."

Siddharth Basu, chairman and managing director, Big Synergy, says, "Khelo Jeeto Jiyo is a home grown format which has a great fit with Godrej and Star, as it connects with common aspirations with a fun, family game show built on the universal hope for a dream home."

The innovation is expected to be thrice as effective at reaching consumers compared to traditional advertising. The show will be promoted through consumer engagement campaign across television, mobile and on ground activities, apart from retail touch points.

Star India is not new to advertiser funded programming (AFP) and Rin Mera Star Superstar was the last AFP on Star Plus. Last year, there were three episodes of Pepsi Chala Change Ka Chakkar, which showcased a contest gratification where winners got an opportunity to swap their lives for a day with celebrities.

Recently, on Star One, Ponds Age Miracle Salaam E Ishq was another branded content endeavour that won the second prize at the Goafest.