Kaun Banega Crorepati – making the ‘aam’ ‘khas’

Transforming the destiny of the ‘Aam Aadmi’ is what ‘Kaun Banega Crorepati’ has always been about. With the show slated to go on air on August 15, 2011, Sony has begun a campaign buzz around the show, and the focus is once again on the common man and how the show can transform his life...

e4m by Shubhangi Mehta
Updated: Jul 15, 2011 9:10 AM
Kaun Banega Crorepati – making the ‘aam’ ‘khas’

Turning dreams into reality is what ‘Kaun Banega Crorepati’ has been all about since its inception. Based on the power of intellect, the show has proven in every season that knowledge is supreme, it is over and above class, creed, race or sex.

The show, adapted from the British game show ‘Who Wants to Be a Millionaire’, first aired in India in the year 2000 with Amitabh Bachchan as its host. Shah Rukh Khan hosted the game show in the year 2007, but the subsequent seasons have had Big B as the host, who returns to lend his charisma once again to the show in its fifth season, which go on air on August 15, 2011 on Sony Entertainment Television.

This year, ‘KBC’ is back with a new tagline: ‘Koi bhi insaan chota nahin hota’. The campaign created by Leo Burnett India is already on air. The first promo went on air on June 15.

The new campaign for Kaun Banega Crorepati 2011 (Season 5) is captivating aam aadmi’s attention across the nation. Leo Burnett’s HumanKind approach, with a topical story shores up Anna Hazarey’s ‘India Against Corruption’ drive. With the mantra of ‘koi bhi insaan chota nahi hota’, this Season’s advertising helps the game-show graduate from being a knowledge show to empowering the aam aadmi to take up life’s challenges.

“This year’s thought of ‘Koi Bhi Insaan Chota nahin Hota – is rooted in a popular belief of the society that ‘everybody inherently has the capability to achieve something extra-ordinary’. Hence, all stories stem from the big idea – ‘do not underestimate anybody’. KBC is not just a game show but it leads to information. It is rooted to India’s culture. Since the previous year was a very successful one for KBC, we are hoping that this one does even better. We have received fabulous responses from our digital promotions as well. Our main objective was to create the most memorable campaign”. Said Danish Khan, Senior Vice President & Marketing Head, SET.

The presenting sponsors for this season of Kaun Banega Crorepati is Cadbury and the associate sponsors are still on the process of signing though Samsung and Axis Bank are already in the list.

The marketing figures were not disclosed but as for the spent break up; 25% is dedicated to television, 25% for print and almost a 15-18% is allotted to Radio and OOH.

Conceptualized by Leo Burnett and produced by Chrome Pictures, the campaign has five TVCs, each with a distinct story and character, that will engage, entertain and bring alive the core thought of reiterating the power that lies with the average middle-class man. “The KBC campaigns have always created a unique grammar for the brand. It is an insightful message delivered in a punchy popular entertainment format to be consumed by people from across social spectrum”, said Anup Vishwanathan, Business Head for SET account, Leo Burnett, Mumbai.

“KBC has always been in the genre of socially responsible advertising. With Hazare-style movements buzzing from all corners of the nation and the brand aimed at touching the chord with the aam aadmi, it was apt to create a campaign that is reflective of enumerating issues that the common man in this country is experiencing today”, said K V Sridhar, National Creative Director, Leo Burnett, India.

Since its launch in the year 2000, KBC has attracted the attention of all with Amitabh's catchy phrases like ‘Lock kiya jaye’. KBC has also witnessed popular tag lines such as "Kuch sawaal aapki zindagi badal sakte hain!" which is the official motto of the third season as well as "Koi Sawaal Chota Nahi Hota" in the previous season that became immensely popular.

The show plays a major role in the movie Slumdog Millionaire, with Anil Kapoor playing, the game show host.

It is yet to be seen how well this season will react to paramount expectations of advertisers, channel and the audiences.

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