Financial Daily from THE HINDU group of publications
Tuesday, Sep 30, 2003
Financial Daily from THE HINDU group of publications Tuesday, Sep 30, 2003 |
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Marketing
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Promotions & Offers AXN Extreme Dhamaka contest for stunt lovers Our Bureau
Bangalore , Sept. 29 "I THINK of all the cities we have done so far, Bangalore and Chennai have displayed the highest spirit of fun and adventure," declares Mr Rohit Bhandari, Assistant Vice-President, Marketing and Sales, AXN. Currently AXN is on a nationwide programme that is promoting stunt as a `fun thing to do.' The AXN Extreme Dhamaka challenges anybody above 18 years to attempt any of the six stunts. "We have designed the stunts in such a way that a person attempting any of these will walk away without a scratch," maintains Mr Bhandari. While the participant is attempting to perform the stunt, a camera will capture all the emotions and elations of the person. These will be televised and shown on the channel in the first week of December. The contest comprises five stunts: two carnival dares, two mini stunts and one extreme stunt. All the stunts have been designed and developed by the channel's creative team in India, says Mr Bhandari. The technique and the equipment are based on Bollywood stunts. The Indian Stunt Coordinators' Association has validated the stunts and ensured the safety element. Mr Bhandari feels though action movies are an international phenomenon now, the channel wanted to involve viewers in their shows. The programming kicked off last year with `Who Dares Wins,' where people were asked to perform street stunts. `This year, for Bangalore, Chennai, Delhi and Mumbai, we decided to be more organised and got equipment from Bollywood sets," explains Mr Bhandari. For Pune and Chandigarh, it is still street dares because they are experiencing the programme for the first time, he says. This year, the channel is expecting around 400 people to participate in the programme. Participants are chosen after a pre test where preference is given the `normal mild city type rather than someone who has performed such dares before,' says Mr Bhandari. The channel is also planning to launch `AXN Challenge' next year, where citizens participating in the programme find that `normal city landmarks that were comfort zones suddenly turn into agony zones'.
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