BRAND INTEGRATION

OPPORTUNITIES
FOR DISCOVERY ORIGINAL CONTENT –
INDIA’S CITIZEN SQUAD
SHOW USP
India’s Citizen Squad

• India’s Citizen Squad is a one of a kind reality show

• Civilians train under/with ex-Special Forces officers of the Indian
Armed Forces – this makes it an opportunity of a lifetime for the
participants as well as Discovery viewers
• The show bridges the gap between a civilian and an army man while
celebrating the core values of the Indian Armed Forces – Service
Before Self as well as the years of history and tradition
• The transformation of each recruit would be becoming a more aware
citizen and proactively giving back to the nation
• Although a reality show, the show does not promote unhealthy
competition, superficiality, sensationalism, fights and negativity
• Also, there are no eliminations!
• Like the voluntary nature of the Special forces, cadets can decide to
leave at any point in training
EPISODIC ACTION
India’s Citizen Squad

• The 5x60 min episodes are broken down into

• Basic exercises
• Advanced level exercises (food identification, water filtration, water
exercises etc.) and
• The mission and debrief of the cadets at base.

• EP 1: Para SF - Search and Rescue Training Operation

• EP 2: Marcos - Evacuation during a make-believe flood situation
• EP 3: NSG - Hostage situation
• EP 4: - India’s Special Force led operation
• EP 5 – BEST OFF – Post Produced Episode
PARA Special Forces
EPISODE 1

• The Forces – Paratrooper Special Forces aka Para SF or better

known as the Para-Commandos are the premier Indian Army Special
Operations Unit trained for Unconventional Warfare.
• These specialized men can perform jobs which is beyond the combat
capabilities of Infantry or any other forces.

• The Training- The civilian cadets are put through the paces across
various basic and advanced survival training exercises to test
endurance and will power
• The Mission – Search & Rescue Training Operation
• The aim is to reach people trapped by a landslide, administer
medical aid and bring the injured to safety
 MARCOS
EPISODE 2
• The Forces –The Marine Commando Force (MCF), is the special
forces unit of the Indian Navy created for conducting operations such
as amphibious warfare, counter terrorism, special reconnaissance and
hostage rescue
• It was the MARCOS who helped in the initial rescue at the 26/11 Taj
attacks before the NSG came in

• The Training- The cadets will be put through various water based
Physical Training.

• The Mission –the cadets will be put through a time-based challenge in

which they need to cross a flooding riverbed by building rafts or
bridges.
 NATIONAL SECURITY GUARD
EPISODE 3
• The Forces – The NSG is an Indian special forces unit under the Ministry
of Home Affairs (MHA). It was created in 1984, after Operation Blue Star
for combating terrorist activities with a view to protect states against
internal disturbances.
• The NSG personnel are often referred to in the media as Black
Cats because of the black outfit and black cat insignia worn on their
uniform

• The Training- Cadets spend their time learning basic and advanced urban
warfare techniques from the NSG trainer

• The Mission – Hostage rescue

• Cadets will be made hostages in a controlled environment and will need to
manage the situation before the Special Forces arrive
 SPECIAL FORCES
EPISODE 4

• The Forces – The trainers from previous episodes come together to

lead a military-style operation– The PARA SF’s, The MARCOS and
the NSGs.

• The Training- Training in this episode takes a step up as the cadets

by now have been broken down and toughened up
• This is the opportunity to experience a real military operation and
they need to follow orders and protocol
• The Mission – Cadets are now given the opportunity to participate
and learn Special Forces’ techniques
• Unlike the missions in the previous episodes, the mission in this
episode is completely carried out under the leadership of the
Special Forces trainers
PRODUCT CATEGORIES FOR INTEGRATION
India’s Citizen Squad

• Automobile

• Liquor

• Apparel/Footwear

• Beverage

• Mobile Handset
 AUTOMOBILE
INTEGRATION OPPORTUNITIES
• Giveaway A two wheeler/four
wheeler can be used as a
gratification to the participants
• Mission: Missions are the most
thrilling and exciting part of the
episodes -Bikes can be the mode
of transportation through various
terrains
– Can be integrated in missions
on Episodes 1 or 2
• The trainers are given a two
wheeler/four wheeler
– that we see them drive in and
out on various episodes
– Also, can be integrated as part
of the trainer profiles
• Wild card
– Entry: In Ep 3 or EP 4, the
wild card is introduced to the
rest of the cadets and the
audiences as he/she enters
riding a bike **Bajaj specific
– Role: In EP 3, the wild card
will be made a hostage along
with the other participants and
will have to join efforts of the
rest in rescue
– In EP 4, the Wild Card is
given the opportunity to
experience a real military
operation and needs to follow
orders and protocol
APPAREL/FOOTWEAR
INTEGRATION OPPORTUNITIES

• Apparel that goes with the look

& feel of the show – Black
Tshirts, Camouflage print cargos,
Athletic wear, boots can all be
worn by the participant cadets
• Functional personal wear like
sunglasses that can be used by
each cadets
• Functional wrist watches that
have features like GPS, torchlight
etc
• Rucksacks can be seen being
worn by cadets during missions as
well as in the base camps where
they rest for the day
BEVERAGE
INTEGRATION OPPORTUNITIES

ACTIVE
• The trainers will offer a single
bottle of the beverage as a prize
to the first ICS participant who
is willing to put out his arm out
and trust his/her colleague
during the IV fluid, needle
sticking exercise in EP 1.
• The bottle of beverage then
becomes a reward which will • PASSIVE
give rise to more reality content
to see if the winning cadet shares • A cool box provided in the base
the bottle with others or not camp for cadets to reach out to for
refreshment
• The various zones on set –the
base camp, the training area, the
obstacle course can have branding
elements to get exposure
throughout the episode
LIQUOR + MOBILE HANDSET
INTEGRATION OPPORTUNITIES
• HANDSET
• Offer it as prize to the winning team
of one of the tasks –
– This will be a high moment for the
teams who have been deprived of
technology to get their hands on the
phone and make a call to their
families and their loved ones.
• Use the phone in every episode to take
the final defining picture of the India
Citizen Squad with their trainers.
• LIQUOR
• No direct or active integrations – their brand
philosophy/tagline can be integrated
• For eg: “Be Remembered For Good” - the tag
line will be used by the trainer from EP 1-3 since
these are rescue operations
– The mention can be in a debrief post the
mission as he talks to them of learning how
to use their strength and the skills to be a
solid pillar of their country.
• ELEMENTS CREATED
• Digital video-logs or short form videos
created & packaged to fit the brand philosophy
etc