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Sony TV unveils positioning for new ‘KBC’

Last year’s ‘Kaun Banega Crorepati’ concentrated on it’s huge money prize as the USP of the show, this year Sony Entertainment Television Asia has added a new turn on the gameshow.

According to afaqs, this year’s campaign thought has been improvised to ‘Koi Bhi Insaan Chhota Nahi Hota’ and has been conceptualised by Leo Burnett. The root of the insight is that every person armed with the right platform is capable of bringing out what is unique and special within him/her.

Speaking on the campaign, Danish Khan, senior vice-president and marketing head, SET, says, “This year, the challenge was to take the campaign and the thinking forward and build upon the hugely successful KBC campaign of 2010. This year, the campaign retains that distinct KBC flavour while we take the thought forward. The thought ‘Koi Bhi Insaan Chhota Nahi Hota’ is rooted in yet another
popular belief of our society that everybody inherently has the capability to achieve something extraordinary.”

Interestingly, each film in the campaign will deal with an issue relevant to contemporary Indian society. While the first film currently on air deals with corruption, the subsequent films, too, shall be presented in a similar storytelling format, complete with a different story, unique character, set up and theme – but, with the binding thought of how no individual must be underestimated.

This year’s ‘KBC’ launches on Monday 15th August on Sony TV.