Friday, July 17, 2015

KIX Launches R U tough Enough? The Search for the Toughest Pinoy

KIX, the ultimate destination for action entertainment, officially launched a nationwide search for the toughest Pinoy called R U Tough Enough? (RUTE). Kicking off the search is the celebrity ambassador of RUTE, reality star, endorser and Brazillian-Japanese actor Daniel Matsunaga. Joining Matsunaga is Moises Torcator, one of the strongest man from Manila. Torcator and Matsunaga pulled a truck loaded with 18 KIX ladies and an overweight man for a distance of 18 meters to demonstrate their toughness and ask fellow Filipinos nationwide: “Are you tough enough?”

“KIX is an action channel that epitomizes toughness and the spirit of a champion. Our MMA (mixed martial arts) fight events, action movies, and action series all showcase people and characters who have persevered through tremendous hardships and obstacles. We want to bring this spirit of endurance and perseverance to life by launching a nationwide search for the toughest Pinoy. We hope to find a person who is just as tough, if not tougher, than the action heroes and heroines that populate our channel,” said Andy Chang, Senior Vice President, Marketing of Celestial Tiger Entertainment in Hong Kong.

Daniel Matsunaga

“Filipinos are a tough bunch,” said Matsunaga. “Regardless of the adversities that are thrown at them, Filipinos are able to overcome the adversity and continue to flourish. It is part of the Pinoy spirit and I am certain we’ll find many contestants to participate in this search for the toughest Pinoy,” he added.

To start off, KIX will deploy “Tough Troopers” around Metro Manila in search for tough men and women to compete in this challenge. The competition, however, is open to all Philippine residents aged 18 years old and above. To join, aspiring participants must first register online at Shortlisted participants will then be invited for a closed-door audition on August 16. The audition will determine 10 finalists who will compete in a final showdown at SM Megamall on September 5, 2015. 

The final showdown is an obstacle course with challenges that will test each contestant both physically and mentally. Out of the 10 finalists, one man or woman will walk away eith the title of “The Toughest Pinoy” and the grand prize of Php250,000.

RUTE is co-sponsored by Fisherman’s Friend, supporting partners SM Megamall, SM North EDSA, Gold’s Gym, FHM, Mellow 94.7, Men’s Health, Beer Below Zero, Columbia Sportswear, Mountain Hardwear, National Book Store and Pacific Xtreme Combat and Pilipinas 911; official media partners are Skycable, Cablelink, Destiny and Cignal.
Prior to launching it here, RUTE first started in Malaysia in 2014. The competition was so successful that KIX launched a second challenge in 2015 that was bigger, bolder and tougher. With the success of the competition in Malaysia, KIX decided to launch it in the Philippines.

Details and the terms and conditions of the competition can be found on the contest website You can also follow the competition via KIX’s social media accounts on Facebook: Twitter: @KIXAsia and Instagram: @KIXAsia.
KIX is available on SKycable Channel 63, Cablelink Channel 220, Destiny Cable Channel 10 and Cignal Channel 122.

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