Kaun Banega Crorepati rolls out campaign featuring Amitabh Bachchan for Season 9

The campaign ‘Jawab Dene Ka Waqt Aa Gaya Hai’ underlines the show’s core thought 'knowledge is a great leveller' in life

e4m by exchange4media Staff
Updated: Jul 20, 2017 6:26 PM

Sony Entertainment Television’s Kaun Banega Crorepati is all set to enter its ninth season with the campaign, Jawab Dene Ka Waqt Aa Gaya Hai. Featuring actor Amitabh Bachchan, the campaign underlines the show’s core thought 'knowledge is a great leveller' in life.

Conceptualised, directed and written by Dangal Director, Nitesh Tiwari and Nikhil Mehrotra, the campaign depicts various slice-of-life situations where individuals are bogged down by difficult questions of life and their only hope in life is to change their destiny with the power of knowledge.  The campaign line ‘Jawab Dene Ka Waqt Aa Gaya Hai’ captures the spirit of KBC, an opportunity to change one's destiny by hard-earned knowledge.

Talking about the campaign thought, Danish Khan, EVP and Business Head at Sony Entertainment Television said, “KBC is perhaps the most relevant show for India. It celebrates our collective confidence in knowledge as a great change agent for both the individuals and the society. This season’s campaign, written and directed by Nitesh has both relevance and impact while being extremely humorous and entertaining. We believe this campaign will entertain, engage and drive viewership for the show.”

Director Nitesh Tiwari said, “It is always a delight to write and direct Kaun Banega Crorepati advertising campaign. It revolves around the common man and woman with Mr. Amitabh Bachchan, and is always based on societal truth. The tone is humorous and the challenge is to make its appeal universal. We are excited with this year's campaign, and hope that people like it.”

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