Article Updated (More promotional details) (page 2)

The appeal of the evil is driving many. And cashing in on the growing popularity are the Indian television channels. After a series of crime-thrillers that have become immensely popular in the last few years, now the TV channels are experimenting with the horror genre.

While Sony launched its horror show, Bhoot Aaya a month and a half ago, now it's Star Plus's sister channel Life OK that is all set to give you sleepless nights with its new offering - Ringa Ringa Roses...Khauff Begins. The series is slated to go on air by early December at the 11:00 pm slot and will run for an hour every Saturday-Sunday according to a source from the channel.

The show is produced by Majid Azam's Somersault Productions that also produced the first and second season of Zee TV's Fear Files. According to the channel sources, the show is aimed at young men aged 15 and above and kids, who are really interested in the genre.

The story revolves around a father, who is a ghost detective and his daughter, who is kidnapped by Rose - the antagonist. The story moves forward as the father works to unravel the mystery of Rose, the ghost, to save his daughter.

Life OK has planned a 360-degree marketing activity for the show. "A lot of innovative marketing activities are being planned. At present, we are working on a ring tone (signature tune) for which we have roped in a Pune-based rock band, Agnee'. We are going to have a lot of activities on social media and television as well. The promos of the show will be out in a day or two. This is the first time that we are doing a full-fledged horror series and we are pretty excited about it," says the source.

While the channel plans to go overboard on the social media platforms to create the right buzz about the show, they don't plan to create a separate page. The source says, "We are not going to launch any official page, especially for the show, on the social media sites. It is always integrated through the Life OK page."

The show is going to have stiff competition with other horror shows on like Bhoot Aaya on Sony which airs every Sunday at 11:00 pm and Fear Files on Zee TV which airs on Saturday-Sunday from 10:30-11:30 pm.

Titled Ringa Ringa Roses - Khauff Begins, the show will be launched on November 30. Produced by Somersault Productions, the show will be aired every Saturday and Sunday at 11 pm. It will replace Shakuntalam Telefilms' Rakshak, which will go off-air on November 24.

This is Life OK's first attempt to try its hand at a full-fledged horror show. However, the channel has experimented with the genre in past. In March this year, Life OK had done a promotional TV series for Balaji's Ek Thi Daayan. Named Ek Thi Naayka, the show was wrapped up in 16 episodes.

Ringa Ringa Roses - Khauff Begins, unlike Bhoot Aya and Fear Files, will have a longer story format. The earlier horror shows on Hindi GECs have seen one story per episode. The first story of the Life OK show will feature Sameer Soni, a ghost detective and his journey to save his daughter from a ghost.

Life OK has just launched the first promo of the show, which will also run on other channels by this weekend. The channel has a widespread out-of-home promotional plan. "We are predominantly targeting metros for the show. Apart from the usual markets, Gujarat and Uttar Pradesh will be targeted," says Pratik Seal, marketing head of Life OK.

Seal tells afaqs! that the channel has tied up with UFO for promotions in around 350-400 theatres across the country. It is also looking at associating with other multiplexes.

"We will utilise mobile a lot more to garner reach. We have launched a theme song that has been made for us by Agnee (band) and will be available as CRBT (Call Ring Back Tone) and ringtones. We will be doing experiential marketing in a couple of cities, closer to the launch of the show," he adds.

On digital, social media promotions will push the theme song. Life OK also plans to tie up with Mumbai Railways and Delhi Metro for promotions through announcements.

Ringa Ringa Roses - Khauff Begins will compete with Zee TV's Fear Files that is aired on Saturdays and Sundays at 10.30 pm; and Sony's Bhoot Aya, telecast every Sunday at 11 pm.