KBC Season 6 to focus on biases plaguing society!

Sony Entertainment Television has announced a path breaking marketing and communication campaign ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ as the communication theme for the upcoming season of the most popular game show on Indian television ‘Kaun Banega Crorepati’2012.

 

Speaking on the campaign, Danish Khan, Senior Vice President & Marketing Head, SET says, "This year’s KBC campaign celebrates the power of knowledge – a great leveler in our society, also a potent change agent. Our brief to Leo Burnett was to bring this thought alive with real people in real context. The campaign’s philosophy is a common man’s philosophy and is relevant to today’s India. The campaign thought captures the core value of the show. We aim to reach out to a larger set of audience and provide common man a unique chance to change his destiny.”

 

Sharing insight into the thought process that led to the creation of this unique campaign, he said, “Right since the launch of Kaun Banega Crorepati on Sony in 2010, the focus has been to build it around the common man’s philosophy. “Koi Bhi Sawaal Chhota Nahi Hota ”was our way of saying that no question should be underestimated. In the second season, the focus was to democratize the show and reach out to people across the country. And, therefore, Koi Bhi Insaan Chhota Nahi Hota” was conceived. This year the thought has evolved to the next level wherein we say that “Gyan Hi Aapko Aapka Haq Dilaata hai”. There are so many biases and bottlenecks in our society against gender,caste,creed, religion, language. Amidst, all these knowledge is the only leveler which gives you an opportunity to compete and succeed and that is what we have built on. KBC would celebrate knowledge as a great leveler because that is essentially what the platform is all about.”

 

Elaborating on the cultural and social implications that form an integral part of the campaign, he said, “We were very careful that when we bring alive this promise, it has to be real India, real people and real characters. We were ready to get the cultural nuances right and also ready to shoot in small towns. The idea basically was to reflect and represent issues concerning real India. Leo Burnett has done a wonderful job bringing this alive.”

 

After launching award winning campaigns for KBC in the last two seasons ‘Koi Bhi Sawaal Chhota Nahi Hota’ and ‘Koi Bhi Insaan Chhota Nahin Hota’, this year SET brings forth an interesting point of view on the various biases that our country is plagued with. The campaign is conceptualized by Leo Burnett, the creative agency for Sony Entertainment Television.

 

The thought is delivered in its characteristic style. It will pan out with four films each with a distinct story talking about the 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.

 

This insight will be woven into a 360 degree campaign of television commercials including print, OOH and online advertising featuring Mr. Bachchan. “ A lot of outdoor innovations are also on the cards, which will roll out in mid- August. These activations will have a great impact and will be extremely innovative,” added Danish.

 

SET had created a unique benchmark for itself last year with the award winning campaign “Koi Bhi Insaan Chhota Nahi Hota’, which won many accolades, awards, popularity, soaring ratings and hearts. The director of these series of spots is Amit Sharma from Chrome pictures and they have created a series of resplendently executed films, which are sure to strike a chord with the audience.

 

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.”

 

Nitesh Tiwari-Executive Creative Director, Leo Burnett said, “Having done “Koi Bhi Sawaal Chhota Nahi Hota” and “Koi Bhi Insaan Chhota Nahi Hota”, we wanted to do something unconventional and unpredictable.  We were looking for a different way of taking the campaign forward. Many of us are born facing a lot of biases in our country. Some people happen to be born in a society where girls don’t get their due, in other instances language is a barrier in the progress  of some people or for that matter any other bias as such. We wanted to take up these issues and not succumb to biases .”

 

Nitesh Tiwari along  with Ashwini Iyer who was the Creative Director and four other writers have worked on the campaign.

 

The campaign for Indian Idol Season 6 was also unique this year as it talked about the unsung idols behind very idol. An extremely different approach has been adopted for the third season of KBC too. Commenting on this Danish said, “The focus of Sony has always been about coming up with something that is relevant and relatable. There is a product truth that Indian Idol is about singing and celebrating talent and there exists a social truth-how that kind of talent is encouraged in society. In all our campaigns, our earnest effort is to marry the product truth with the social truth and come up with a certain kind of positioning which is relevant to the target audiences. This effort has also been streamlined into our fiction shows.”

 

He added that last year there had been innovations like recording video stories of the contestants, which had made the content compelling; also promising elements like these in the upcoming season of KBC. Some delight factors would be introduced as the show launches. Apart from the Sony network, other platforms will also used to promote the show.

 

Interestingly, a concept called “Hot Seat Aapke Sath” has been introduced this year. This will act as a brand experience driver. Divulging further details, Danish said, “1.5 crore people have applied for KBC registrations. Out of this, a few people will play fastest finger first, more successful contestants will end up sitting on the hot seat with Mr Bachchan. There are also many people who would want to experience the hot seat. This is an effort to take the hot seat to small towns. It will act as a great platform for them to interact with the brand KBC and brand Sony. Hopefully, it will have a positive impact and turn them into viewers and consequently ambassadors of the program.”

 

Powered by Idea, Cadbury is the presenting sponsor for season 6 of KBC. Apart from the creative campaign, a lot of buzz is also being generated about the ad spends for the show; which are estimated to be over 200 crore. KBC 6 will be a weekend property and will air from Friday to Sunday for duration of one and a half hour(90 minutes) in the primetime slot.