Star India has unveiled a new series of ad and promos for Kaun Banega Crorepati (KBC), the game show which has revived the fortunes of Star Plus. The series revolving around the catchline Nau Baj Gaya Kya is aimed at promoting “appointment viewing”.
A series of new promos have followed after this new campaign took off. The promos are also an attempt to bring to the fore the human face of Bachchan who is otherwise perceived as a stern and unapproachable individual.
The promos reveal how comfortable a contestant could get while on the hot seat opposite the Big B. Unlike the other game show promos from rival channels which have only tried to promote the game and not the individual hosting the show.
Another strategy behind these promos is about 'moments'. It is about capturing the various moments within each episode of KBC. While shooting every episode the KBC team was able to capture some memorable moments, which were used in promos.
While the Star India officials claim that the new campaign and promos are an effort to building the KBC brand, media analysts, however, say that the whole exercise is essentially meant to shore up the show's TV rating points.
The current TRP ratings of the show stands between 7.6 to 7.8. Initially when the show began, the TRP rating was at 10 and then it slowly leaped up to as high as 17-18.