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Sony flexes marketing muscle for KBC

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Sony flexes marketing muscle for KBC

Sony Entertainment Television will soon be back with its iconic game show ‘Kaun Banega Crorepati Season 6’ (KBC 6) which had catapulted the channel to the top three amongst the General Entertainment Channels last year. The show is based on the UK game show ‘Who Wants to Be a Millionaire’ and was first aired in the year 2000 with Amitabh Bachchan as the host.

A 360-degree campaign has been designed for the marketing and promotion of the sixth season of KBC this year. Though the channel was discrete about the marketing budget, the channel revealed that 40 per cent of the marketing spends would be on television and cinema, 30 per cent on outdoor and print and the remaining 30 per cent would be concentrated towards radio, digital and below the line activations with the intent of providing people with a unique brand experience.

The presenting sponsor for this season of KBC is Cadbury and is powered by Idea.

Commenting on the campaign, Danish Khan, Senior Vice President and Marketing Head, SET said, “This year the marketing approach has a lot of social dimension to it and would have a positive impact on the society. The campaign’s philosophy is based on people moving on in life but holding on to hope and overcoming the deep-rooted biases that are prevalent in the society. We aim to reach out to a larger set of audience and provide the common man with a unique chance to change his destiny.”

According to Khan, the communication strategies of the earlier seasons were descriptive of the society. Leo Burnett had created the launch campaigns for the previous two seasons of KBC. In 2010, the agency designed the campaign ‘Koi Bhi Sawaal Chota Nahin Hota’ for Kaun Banega Crorepati’s fourth season. In 2011, KBC 5 was represented by the tagline ‘Koi Bhi Insaan Chota Nahin Hota’.

Slightly deviating from the previous campaigns, this year, the agency has conceptualised a fresh marketing and communication strategy for KBC 6 which revolves around the power of knowledge and education and focuses on the thought that ‘Sirf Gyan Hi Aapko Aapka Haq Dilata Hai’. The campaign focuses on the empowerment of people and is contextual to the common man’s philosophy.

Elaborating on the central theme of the campaign, Anup Vishwanathan, Executive Vice President, Leo Burnett, Mumbai said, “The KBC campaign identifies with the hope that people have in them. And that’s the factor we wanted to leverage in our campaign. This is also in sync with brand SET that is all about positive emotions.”

For promotions on the television platform, four TVCs have been designed that revolve around the importance of knowledge that can successfully overcome all biases. The films have been shot across Haryana, Mussoorie, Mumbai, etc.

“The thought is delivered in its characteristic style, with four distinct stories talking about biases of gender, lineage and language, showcasing different characters and their situations in life that will engage, entertain and bring alive the core thought of this season,” added Nitesh Tiwari, National Creative Resource, Leo Burnett, Mumbai.

The first ad film titled ‘Bada Baap’ has been on air for some time now. The second ad film was released last night.

The countdown on television would lead to an innovative outdoor campaign. Digital media would also be used as a part of the marketing strategy. Details of both would be revealed closer to the start of the show.

As a part of below the line activations, the channel intends to provide a ‘Hot Seat’ experience to the common man. This would be held in different cities which would give people an opportunity to experience the much-mentioned ‘Hot Seat’. A van would be touring different cities and people would be encouraged to participate in the initiative. This is intended to provide a brand experience to the people as well as catch the pulse in small markets since the primary focus for the channel this year is to promote the show consistently over SEC A, B and C.

The last season of ‘Kaun Banega Crorepati’ saw a TVR of 4.8. It would be interesting to see how well this season would fare with respect to paramount expectations of advertisers, channel and the audiences. The show is expected to premiere by end of August or the beginning of September on Sony TV.


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