And this year, KBC celebrates the common man

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | June 16, 2011
Last year's campaign thought of 'Koi Bhi Sawaal Chhota Nahi Hota' has been taken forward to 'Koi Bhi Insaan Chhota Nahi Hota' this year, with Kaun Banega Crorepati's campaign that premiered on YouTube and television on Wednesday.

Sony Entertainment Television (SET) has launched the advertising campaign for the much popular game show on Indian television -- Kaun Banega Crorepati. For this year's edition of the show, the campaign takes forward the successful campaign of the previous year (Koi Bhi Sawaal Chhota Nahi Hota).

This year, the campaign thought has been improvised to 'Koi Bhi Insaan Chhota Nahi Hota' and has been conceptualised by Leo Burnett. The root of the insight is that every person armed with the right platform is capable of bringing out what is unique and special within him/her.

The first film in the series of five premiered on YouTube, a first for any television campaign, on June 15 and subsequently, on prime time television. The films have been directed by Amit Sharma of Chrome Pictures.

Speaking on the campaign, Danish Khan, senior vice-president and marketing head, SET, says, "This year, the challenge was to take the campaign and the thinking forward and build upon the hugely successful KBC campaign of 2010. This year, the campaign retains that distinct KBC flavour while we take the thought forward. The thought 'Koi Bhi Insaan Chhota Nahi Hota' is rooted in yet another popular belief of our society that everybody inherently has the capability to achieve something extraordinary."

Explaining further, Anup Vishwanathan, business head, SET account, Leo Burnett, says that last year's campaign celebrated knowledge, and the thought that no knowledge ever goes to waste.

He adds that the campaign aims to capture all the points with which viewers engage with the show, whether it is entertainment, knowledge or emotions.

"At a simplistic level, Amitabh Bachchan (KBC host) treats every participant equally, whether he/she is a celebrity or not. The second truth of the show is that a lot of people engage emotionally with the participant -- and it is not only about the money. KBC is a platform that allows for the transformation of the 'aam aadmi' into someone special," says Vishwanathan.

"We are a nation that celebrates the underdog. It is the underdog that is championed by the masses. We designed the campaign keeping that in mind," he adds.

Interestingly, each film in the campaign will deal with an issue relevant to contemporary Indian society. While the first film currently on air deals with corruption, the subsequent films, too, shall be presented in a similar storytelling format, complete with a different story, unique character, set up and theme - but, with the binding thought of how no individual must be underestimated.

Going forward, the films shall break with a gap of 7-10 days between subsequent ones in the series. For the next two months, the promos will be aired across television, cinema and digital screens only. The campaign will take a 360-degree turn as the show heads closer to its launch.

While a launch date has not been finalised, the fifth season of Kaun Banega Crorepati is expected to kick-off in August-September.

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