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KBC launches campaign announcing 11th season

Jab aap ka target, samaj ke target se match nahin karta, to aap samaj ka target ban jaate hain… At times, it can be difficult to stand up to one’s own family or the society at large, in pursuit of following your belief or ambitions. Given the damnation and the emotional atyachaar that follows, it’s very easy to get discouraged. However, if you truly believe in yourself, agar vishwaas hai, toh khade raho… #AdeyRaho – keep at it. Because what doesn’t break you, only makes you stronger.

The campaign of the 11th Season of Kaun Banega Crorepati (KBC), simply iterates this thought beautifully. Conceptualized, written and directed by Nitesh Tiwari, this year’s campaign brings forth situations that are extremely relatable and thought provoking, with a tinge of humour.

With KBC on the anvil, the iconic name synonymous with the show – Mr. Amitabh Bachchan is also gearing up to welcome and applaud contestants from across the country who will showcase the power of their knowledge.

Aman Srivastava, Head – Marketing at Sony Entertainment Television

KBC is not just a show – it’s a part of people’s lives. Each year, our campaign reflects this sentiment.  This year’s theme of ‘Vishwaas Hai toh Khade Raho…Adey Raho’reinstates and encourages people to believe in themselves and their aspirations regardless of the societal norms. The campaign is conceptualized and written by Nitesh Tiwari who never ceases to surprise us with his simplicity in translating an insight-led campaign into a thought-provoking visual treat.

Writer-Director, Nitesh Tiwari

Each year, I look forward to working on KBC like it’s my first and I am happy that Sony accords such trust. This year, we have approached the campaign a tad differently. We have tried to bring back humour in the narrative so that the key insight registers with more impact. The stimuli here is internal, that braves the external. I am sure people will relate to the campaign and appreciate it.

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