Godrej, STAR TV and BIG Synergy have announced the launch of new reality game show, Godrej Khelo Jeeto Jiyo . The show will air every weekday across three channels of India’s leading television network -STAR Plus, STAR One and STAR Utsav - for a period of 10 weeks beginning in June this year. 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. Produced by Big Synergy, the show 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 promises to have exciting elements like surprise winners, interactive on the spot participation, top celebrity couple competitions during the course of various episodes that will leave audiences engaged and enthralled. This media innovation is expected to be thrice as effective at reaching consumers compared to traditional advertising. Given the Godrej Group’s wide portfolio of offerings that covers everything from personal care to property and microwaves to moulded furniture, nearly 70 percent of a modern home can be furnished with Godrej products.
“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. 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.” explained Tanya Dubash, Executive Director and President (Marketing), Godrej. Given the Godrej Group’s wide portfolio of offerings that covers everything from personal care to property and microwaves to moulded furniture, nearly 70% of a modern home can be furnished with Godrej products.
Speaking about the show, Keertan Adyanthaya, STAR Plus GM & EVP, 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. The big prize of a “Dream House” from Godrej Properties will surely capture the imagination of viewers as we provide the platform for them to realize their hopes and aspirations of a brighter lifestyle.”
Big Synergy CMD, Siddharth Basu, said “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 and a better, brighter life."
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.
After the success of game shows such as Kaun Banega Crorepati and Kya Aap Paanchvi Pass Se Tez Ho, Big Synergy promises to make GKJJ exciting and engaging. The programme will be promoted through a pre-show 360 degree activation/ consumer engagement campaign across television, mobile and on ground activities.
