MUMBAI: Branded entertainment has been tentatively explored by broadcasters Now here?s another attempt. But this time it looks like a lot of thought has been put behind it.

We are talking about Indian auto major Maruti Suzuki which launched a reality show last weekend on Star Plus called Ritz Jeele Ye Pal. Ritz is the premium hatchback car from the Maruti Suzuki stable. The show tracks six television celebrities and their mates as they travel in their Ritzs, facing and overcoming challenges over the 12 episode series which run Saturday, Sunday at 7.30 pm on India?s leading network.

 
Says Maruit Suzuki India chief general manager marketing Shashank Srivastava: ?The Ritz has a special place in Maruti Suzuki portfolio. Pegged for young couples, with a stylish and contemporary design and proven engine performance, the Ritz has gradually strengthened its position with the young Indian buyers and their families.?

Designed specially in association with LIN TV, a division of LMG, it has leading Star Plus faces like Kinshuk Mahajan, Annupriya Kapoor, Karan Wahi, Rati Pandey, Gaurav Khanna and Pavitra Puniya as contestants accompanied by a team mate who was selected after auditions in three metros. The teams have been called red, blue, green, grey, brown and silver ? probably keeping in mind the colours the Ritz is available.

The show is hosted by Roshni Chopra and Yudishthir Urs. The celebrity winner will receive the grand prize of Live the Moment - dream vacation and the teammate wins a brand new Maruti Suzuki Ritz.

According LMG content division Limelight president Kacon Sethi: ??The reality show will capture the thrilling and action packed journey of each contestant on the drive on the Ritz. The program structure is aimed to bring out each moment that the teams experience during the course of the show, making each moment worth remembering and living it to the fullest.?

She adds: ?Each challenge faced by the contestants creates situations which integrate the Ritz and emphasize features of the car that highlight the harmony of style and substance. The show will encompass emotion, drama and happiness which will bring out a fitting articulation of the brand Ritz?s promise ?Live the Moment?. Some of the tasks include ?tying authentic Rajasthani pagdi to breaking matkis while walking on a tight rope, to reciting Rajasthani poetry and much more."

Adds Srivastava: ?We are confident this programme will help us engage with the young couples even better. Ritz Jeele Ye Pal is a perfect platform where a family can sit together and enjoy the goodness of Ritz while being engaged with the adventure and action.?

LMG chairman and CEO Lynn De Souza points out that her agency has long believed in the power branded integration with content and media. ?Earlier this took the form of sponsorships and it is now taking new form and substance. The Ritz Jeele Ye Pal program is a great example of this synergy - where the content has been customized to amplify the promise of the brand as well as entertain and engage the audience.?

All that one has to do is wait and watch if audiences buy into that promise.