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Colors brings in Maruti S Cross as title sponsor for ‘24’; show to premiere in 2016

MUMBAI: After a wait of two years,
Colors has unveiled the first look of
the second season of ‘24′, the Indian
adaptation of the American espionage
thriller ‘24’. While the show will hit
TV screens in early 2016, Maruti S
Cross has replaced Tata Safari Storme
as the presenting sponsor for the
The shooting for ‘24’ has not
commenced yet, and the show is
expected to go on the floors by next
week. In fact, the channel has not
even started pitching for advertisers
Colors CEO Raj Nayak said, “We have
not roped in any other sponsor and no
t even gone to the market yet. But
Maruti and us have a great
association, and it is one of our
biggest clients; for ‘24’, we needed a
car partner before the shooting
commences due to logistical issues as
they are a lot of good integration
opportunities, so we got them on
Maruti Suzuki India Ltd executive
director marketing and sales RS Kalsi
said, “Our association with Colors has
been quite long and that was one of
the factors that gave us confidence to
be a part of the show even though the
shooting is yet to begin. Secondly,
the show had much success in the first
season which further strengthened
our belief.”
As part of the integration, Anil Kapoor
as Jai Singh Rathod will be seen
zipping around in the Maruti S Cross
SUV. Other vehicles of the brand will
also be featured, along with the new
characters that come in the second
season. Maruti will also be
prominently present in the print
marketing campaign for the show
along with digital media.
Colors unveiled the poster for the
show that shows an intense Kapoor
sporting a rugged look raising
intrigue levels about Jai Singh
Rathod’s expedition onwards.
“Season 1 was a game-changer on
Indian television, and as we enter the
production phase for Season 2, we are
looking forward to raising the bar
creating unparalleled entertainment
avenues for the viewers. It is one of
the most expensive shows on
television, and the first season gave
us a lot of mileage, learning and
hopefully in Season 2 we will rectify
that to make it more mass,” Nayak
Although the channel has not decided
on a launch date yet, the show will
take a minimum of 3–4 months to go
on air. Thus, it might replace ‘Bigg
Boss Double Trouble’ in early 2016.
When asked about the learning from
the previous season, Nayak said that
while there was no problem with
respect to the storyline, production,
etc. in the first season, they ran the
format as it was internationally and
did not change much in the production.
“People in India were still not ready
for four screens coming at the same
time; parallel stories were too
intellectual. This time, we will
introduce certain changes in the
narrative. We will try to reach rural
audiences,” he explained.
However, Nayak feels that in the
first season the channel did not
leverage Anil Kapoor to the extent it
should have. Therefore, as part of the
marketing, Colors will be taking
Kapoor to Maruti stores and more.
In addition, in the previous season,
the channel did not do any innovations
on digital platforms. In Season 2,
however, the team is working on
digital innovations.
The second season of ‘24’ will see
action increase twofold as Jai Singh
Rathod strives to prevent a probable
holocaust encompassing the entire
nation. Rathod will also have an
emotional uproar to deal with. The
production schedule will see extensive
outdoor locations.
Colors programming head Manisha
Sharma said, “We are in the process of
putting together a great ensemble
cast comprising versatile actors and
technicians par excellence. The poster
we have launched today is a true
testimony of Anil Kapoor’s all-round
involvement and dedication in making
’24’ an audience winner in every sense
of the word.”
The series is co-produced by Anil
Kapoor Film Co and Ramesh Deo
Productions, and is directed by
Abhinay Deo and Rensil D’Silva.

Colors brings in Maruti S Cross as title sponsor for ‘24’; show to premiere in 2016

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