Audiences across India are eagerly waiting to see what kind of a host Shah Rukh Khan will be when the much-awaited KBC 3 premieres on January 22. While Big B had Lenovo to assist him while asking ‘Lock kiya jaye’ to the contestant in his deep baritone, SRK will have the Compaq screen in front of him as he quizzes the contestants.
Compaq has entered into an agreement with STAR India to be part of SRK KBC-3 quiz show. During KBC 2, Lenovo was the integrated computer brand on the show and the company had paid around Rs 2-2.5 crore for the integrated promotion of its PCs. However, with Khan being the brand ambassador of Compaq, Lenovo decided to withdraw from the show.
Shuchi Sarkar, Head of Marketing, Personal Systems Group, HP India, said, “We are very delighted with this tie-up with SRK KBC 3, which is a perfect brand fit for us. As part of the deal, all the computer monitors on the show will be that of Compaq. The tie-up also gels with our brand positioning of ‘Kal Tumhara Hain’, which is about changing your future, as anyone who comes could be a contestant on the show, which can change his future. With our brand ambassador conducting the programme, one can expect a great show.”
“This contract with KBC will be for 13 weeks starting January 22,” Sarkar added.
Commenting on this tie-up, Mona Jain, Executive Vice-President, Zenith Optimedia, said, “It was an obvious thing for a programme like KBC and a computer brand Compaq to come together for the show. SRK has been a brand ambassador for Compaq computers for sometime now. With computer penetration increasing in our country, it’s an intelligent young platform to connect with the right audience.”
The other sponsors for SRK KBC 3 include Airtel, Hyundai and Cadbury – repeat sponsors from last year’s show. The new sponsors this year include UTI Mutual Fund, Videocon, Godrej Sara Lee, Jyothi Labs, Pantaloon Retail (Big Bazaar) and the UB Group.