MUMBAI: Sony Entertainment Television has launched the advertising campaign for the game show Kaun Banega Crorepati 2011.
Speaking on the new campaign, SET senior vice president & marketing head Danish Khan said, “This year the challenge was to take the campaign and the thinking forward and build upon the hugely successful KBC campaign of 2010 – ‘Koi Bhi Sawaal Chota Nahin Hota’. This year also the campaign retains that distinct KBC flavor, while we take the thought forward. The thought “Koi Bhi Insaan Chota nahin Hota” – is rooted in yet another popular belief of our society that ‘everybody inherently has capability to achieve something extra ordinary’. Hence don’t underestimate anybody – a right platform and a good knowledge can transform life – KBC is that platform.”
Leo Burnett business head – SET account – Anup Vishwanathan added, “Last year’s campaign celebrated ‘knowledge’ and since the thought that ‘koi bhi gyaan vyaarth nahin hota” (no knowledge ever goes waste) and truly ‘knowledge is the passport to a better life’ is rooted deep in our collective psyche – hence ‘Koi Bhi Sawaal Chota Nahin Hota’ was relatable to people across and received a lot of appreciation, awards, popularity and ratings. The campaign created a unique grammar for brand KBC – insightful message delivered in a punchy popular entertainment format to be consumed by people from across social spectrum.”
Like last year, this year too Amitabh Bachchan will anchor the philosophy of KBC in all the films. Delivered in its characteristic style, this year’s KBC campaign will have five films each with a distinct story and a distinct character, that will engage, entertain and bring alive the core thought of this season – Koi Bhi Insaan Chota Nahin Hota.
The campaign is conceptualized by Leo Burnett and executed by Chrome Pictures.
“In what will be first for any television campaign, it will have a worldwide premiere on Youtube on 15 June, before being circulated elsewhere. Youtube is SET’s partner for KBC and with its unmatched ability to reach out to millions in matter of minute, it is a perfect platform for first look of KBC’s much anticipated campaign,” adds Khan.
