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 ★ Colors gears up for Bigg Boss 7 – it’s either Hell or Heaven !

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PostSubject: ★ Colors gears up for Bigg Boss 7 – it’s either Hell or Heaven !   Mon Aug 05, 2013 5:05 am

Conceptualised by Orchard Advertising, the teaser campaign will extend to print, radio, digital, mobile and BTL (below the line) platforms to launch the show

BestMediaInfo Bureau | Mumbai | August 5, 2013

We are often told that in order to attain heaven one must go through hell and bringing the two together, right down here on earth is Bigg Boss Season 7 on COLORS. With the theme of the show revolving around the concept of ‘Heaven or Hell’ this time, the creative minds at COLORS have launched a magnificent promo campaign that imbibes the key message – “the pleasure of heaven and the pain of hell”. Superstar Salman Khan, who is hosting the show for the fourth time in a row, will be seen in the guise of an angel personifying the pleasure of heaven, as well as in the garb of a devil, representing the menace of hell! The teaser promos of Bigg Boss 7 that shows the two gates of hell and heaven together have already hit TV screens and intrigued the audiences with its diabolical twist. This teaser campaign by COLORS will be followed by a series of magnificent promos unveiling over the next few weeks with Salman Khan in his Double avatar giving viewers a Double Dhamaka as an Angel and Devil.
The first creative that hit airwaves this Sunday on 4th August on COLORS featured Salman coming out of the gates of Hell and Heaven in his devil and angel avatar respectively. The campaign will extend to print, radio, digital, mobile and BTL (below the line) platforms to launch this successful reality format that India loves to watch and be a part of.

The television campaign envisioned by COLORS is brought to life by Orchard Advertising in association with Prashant Issar of Tubelight Films and was shot over a span of 2 days. It consists of a series of different creatives with fun stories enacted by Salman on the theme of the show this season.
The show this time around is all set to grab you by the throat leaving you shaken and stirred at the edge of your seat. The inmates of the house will be given a glimpse of heaven and let through its golden gates, but their momentary joy will be shattered to bits when the treacherous dark side of hell will take over. The viewers will see 14 strangers struggle for their survival in the house over 90 days and all this will be captured by 70 cameras of Bigg Boss.

Speaking on the interesting concept of the promos Rajesh Iyer, Marketing Head- COLORS says, “This season Bigg Boss will make sure that you get to see heaven and hell both saath-saath on Bigg Boss Season 7. The message is simple – pleasure or pain, both are inevitable and there is nothing to be taken for granted this season. The only thing that we can assure you is that Bigg Boss 7 is going to be a tumultuous, eventful and one ‘hell–of- a-crazy ride.”

Speaking about the creative thinking behind the promo concept, Hemant Kumar Sivan, Executive Creative Director, Orchard Advertising says, An iconic reality show like Bigg Boss faces a challenge every year to deliver something new and unique. This year is interesting too. We had the task of presenting Bigg Boss in a way, that raises the curiosity and interest levels amongst people. The next challenge was to present Salman Khan in a fresh manner. ’Heaven and hell’, we thought, would be an apt way to do justice to both the challenges.

Further he added, We worked with the simple truth of life that, Heaven and Hell are of man’s own making. It all depends on how one deals with what life has to offer. “While working on the concept of heaven and hell, we took inspiration from the mythological space and gave it a contemporary spin by articulating the pleasure of heaven with ‘Wow’ and the pain of hell with ‘Aao’. It was fun working on this idea with ’COLORS’ and we are confident that Salman Khan’s new avataars ‘in these promos’ will go down well with the masses.

The concept has been well executed in the promos with elements like a blue sky in heaven or fire in hell give them a real feel of Heaven and Hell. To add to the fun element, the promo lines have been improvised by Salman himself with a takiya kalam- ‘by God’. Quite evidently, COLORS plans to give the Bigg Boss contestants an experience of heaven and hell that they will never forget, not allowing them to escape either!

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