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KBC - Big Campaign For Big Show With Big B

The TVCs of KBC-4 strike the chord with the audience; the campaign is conceptualized by Leo Burnett.

Koi sawaal chhota nahi hota, obviously anything on Kaun Banega Crorepati won’t be small. The television commercials of Kaun Banega Crorepati are out and have been successfully able to strike the chord with the audience. The TVCs have been conceptualized by Leo Burnett.

The promo opens with a child asking his father ‘Akbar ka baap kaun tha?’. Father doesn’t take question seriously and keep answering his son in a facetious manner. The Father realizes the value of question when Amitabh Bachchan asks him the same question in KBC 4. The promo ends with Amitabh saying ‘Koi sawaal chhota nahi hota’.

[youtube]http://www.youtube.com/watch?v=wE2QDLPw3ZY[/youtube]

Sharing the thought process behind the TVC, K.V. Sridhar a.k.a. Pops, National Creative Director, Leo Burnet, said, “KBC is a unique blend of knowledge and entertainment and Amitabh Bachchan also brings with him certain wisdom to the show. Entertainment and knowledge were two aspects we kept in mind while working on the TVC. People do not watch KBC for mere knowledge; entertainment quotient has to be there. The way we have rendered this thought in TVC, it has come out in a humorous manner.”

Commenting on the campaign, Danish Khan, Vice President and Head of Marketing at Sony Entertainment Television, said, “The biggest challenge was the communication, while KBC is a popular format the gigantic task was to present it in a very engaging way. To bring that talk of the town impact we went back to the viewer and society to figure out what do they want. The brief given to Leo Burnett was to create an engaging communication platform so that KBC becomes talk of the town.”

Informing BestMediaInfo.com about the response which campaign has got, Khan said, “We have just released the second TVC on Sunday, 22nd August. The first TVC, which was released on 15th August at the sets of Grand Finale of Indian Idol 5, has received phenomenal response so far. We have made three films and by the end of September it will be one of the most successful ad campaigns on TV. In fact, the second spot brings in flavor to the campaign and the 3rd spot which we’ll launch around mid of the September bring absolutely another sense of adventure, humor, romance along with knowledge to the campaign.”

The TVCs have been shot by chrome pictures.

Credits:

Marketing Team at Sony Entertainment Television: Danish Khan, VP & Head – Marketing; Ramanjot Singh, AVP – Marketing; Suma Nair & Aman Srivastava, Sr. Manager – Marketing. Creative Agency: Leo Burnett India National Creative Director: K.V. Sridhar a.k.a. Pops Executive Creative Directors: Nitesh Tiwari and Kapil Mishra Creative Director: Ashwiny Iyer Copy: Shreyas Jain, Nikhil Mehrotra, Piyush Gupta, Ripanka Kalita, Abhishek Sinha and Pranjal Choudhary Art Directors: Pushkar Shintre, Naresh Dhondi and Prasad Patil Vice President – Client Servicing: Anup Vishwanathan Brand Services Director: Anupriya Shetty Brand Associates: Sulakshana Ray and Madhuparna Das Film Production: Chrome Pictures Director: Amit Sharma National Film Head: Kevin Affonso Sr. Films Executive: Manoj Pillai Producers: Hemant Bhandhari and Prafful Sharma

Hitesh.Ranot@BestMediaInfo.com

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