A media event celebrating survival expert-turned-Tv adventurer Bear Grylls' new reality show prompted panicked calls to a London fire department on Wednesday (25Sep13) after locals mistook an explosive promotional stunt for a real blaze.

Bosses at the U.K.'s Discovery Networks International threw an elaborate bash at Battersea Power Station, on the south bank of the River Thames, to mark the upcoming launch of Bear Grylls: Escape From Hell, and had the man of the hour show off his daredevil skills by scaling down the side of the building with a rope, while flames were projected onto the wall. The stunt was completed with fireballs exploding on the ground.

However, the digitalised images appeared so real, residents on the north side of River Thames dialled emergency services to report the incident.

Firefighters arrived on the scene and quickly realised the blaze was not real, declaring it a false alarm, according to Britain's Radio Times publication.