Description
The 50 is a successful international reality show franchise, which was launched in India on JioHotstar and Colors. It was a brand new captive reality show, with a very unique concept - 50 fan-favourite contestants, locked in a larger-than-life castle, where they had to survive over an intense period of 50 episodes. There was also the ultimate twist - the prize money of Rs. 50 lakhs wouldn’t go to the winning contestant, but to one lucky viewer for predicting the winner! But, there was one big challenge. No big name as the host. In the reality show landscape in India, the celebrity host is the first big invite for the audience. And The 50 was going to be hosted by a mysterious figure behind a mask, The Lion. Our task therefore was to build buzz and consideration for the show, even in the absence of a celebrity host, and pitch it as the biggest new reality show. To do so, we got some of the biggest names in the industry to react to the announcement in a way that fanned FOMO.
