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COLORS has launched an innovative 360 degree integrated marketing campaign to kick start its biggest sport entertainment reality show, Tata Prima Trucks presents Ring Ka King – Wrestling Ka Mahayuddh which is going on air this January 28th 2012. 

The print campaign revolves around the theme ‘Size Does Matter’ with tabloid Mid Day highlighting the larger than life characteristics of the wrestlers. On 25th January, readers will see the publication in an all-new broadsheet avatar to bring forth the idea that the wrestlers are so large that they would not fit in the tabloid’s normal format.

Commenting about this 360 degree integrated marketing approach to reach out to audiences across the country, Rajesh Iyer, Head – Marketing, COLORS, said,"The Ring Ka King thriller campaign is the physical representation of the excitement that the show embodies. We wanted to bring the action of the ring alive throughout our communication. To bring out the adrenaline pumped exuberance of the show into our promotional activities we collaborated with our creative partners to come up with a campaign which could do full justice to the thought. All our promotions for Ring Ka King, be it the print innovation with Midday or disruptive campaign across outdoor, radio and TV, is high on volume and scale."

Adding to this, Manajit Ghoshal, MD & CEO MiD DAY Infomedia Limited says, "This broadsheet innovation employed by us is a powerful and stimulating manner of advertising. It introduces a surprise element, which helps in better absorption and recall of the communication. The broad sheet innovation issue also ensures and nice and fresh break for our readers. It has been our continuous endeavour to create path-breaking strategic solutions for each of our clients to reach their target audience. This innovation has been one more step in that direction, as it strengthens our repute to innovate and advertise in the market."

For the outdoor campaign, the primary aim is to showcase the scale and impact of Ring Ka King in 70 trade markets to amplify visibility across India. This will be executed through a mix of billboards and other mediums that reaches the targeted audience. Audiences will witness billboards being stretched or ripped apart by the wrestlers so that the magnitude and intensity of Ring Ka King can be highlighted.

 The overall theme for the television, radio and cinema campaigns is ‘Disruption’. Ads and promos running across media will focus on wrestlers interrupting regular content to talk about Ring Ka King. COLORS partners with Radio City to take Ring Ka King on air and engage with listeners. Two special characters will be created on-air that will talk about the show. The channel is also associating with Agneepath to promote Ring Ka King through cinema. Additionally, the digital campaign involves creation of special applications on social media platforms like Facebook to interact with audiences and build connect with wrestling.