Kaun Banega Crorepati is back not only on television but also on the outdoors. The show, which always makes its presence felt on television, does the same on the out of home route through various innovative executions during each season.
The next season of the show begins on September 7 and to announce it, the channel has rolled out a high-decibel out of home (OOH) campaign with a number of innovation-led OOH creatives along with the regular ones, a van activation and a television campaign.
All the innovations are backed by LED, backlit KBC logos and huge 3D cut-outs used differently on each outdoor creative. For instance, a 40X40 feet hoarding at Sion Chunabhati in Mumbai is backed by LED, where the countdown changes every day and the KBC logo is backlit. At Mahim Causeway, three hoardings are put together and measure 40X20 feet; the hoarding showcases the countdown in the middle, with backlit logos on both sides.
Another innovation is a number cut-out countdown innovation, wherein huge 3D cut-outs of Amitabh Bachchan (the host of the show) and the countdown number juts out from the top of the mobile van, placed in Juhu JVPD and Mahim Causeway. The countdown number, along with the posture of Bachchan, are changed every day. At Juhu JVPD circle, double mobile vans are used and a single mobile van is used at Mahim Causeway.
Also, depending on the requirement and availability of OOH options in different cities, various OOH media and formats such as hoardings, backlit bus shelters, non-lit bus shelters, bus side panels, backlit kiosks, station hoardings, unipoles, gantries, utilities, MUPIs and mall media have been included in the campaign. About 850 sites across Hindi speaking markets (HSM) in India are included in the campaign.
The two special innovations have been executed across 13 sites - seven sites in Mumbai, three in Delhi, and one site each in Kolkata, Ahmedabad and Pune.
Anil Vohra, managing director, Media Circle, says, "Sony wanted to create a buzz around its very important property, KBC, which has come after a gap of one year, and register as top of mind amongst the TG (target group) as in this season, the show is will be aired during weekends. The tagline, 'Sirf Gyaan Hi Aapko Aapka Haq Dilaata Hai', is being aired across all media; hence the same communication continues in OOH, too."
The challenge faced in the execution of the innovations across five cities was to complete them on time, to coincide with the regular campaign. Also, each day in each countdown innovation across cities, it had to be ensured that the countdown coincided.
The campaign started on August 29 and will continue for 10 days. The campaign has been executed in 30 cities across Tier I and Tier II towns.