The channel focuses on more interactivity with the viewers; to launch 360 degree marketing campaign.
BestMediaInfo Bureau | Delhi | July 8, 2011
Sony Entertainment Television is all set to bring the 5th season of game changer show of Indian television history Kaun Banega Crorepati in August. This will be the second season of KBC on Sony hosted by the Shehnshah of Bollywood Amitabh Bachchan. The show will replace âEntertainment ke liye kuchh bhi karegaâ at 9 pm slot on weekdays.
Last year, the channel had improvised the format of the show and increased its pace. This year too, itâs working on other innovations to make the show more and more interactive with the viewers. Danish Khan, Senior Vice President and Head of Marketing at Sony Entertainment Television,Â told BestMediaInfo.com, âWe are bullish about the show because of the fact that it changes all the equations whenever it goes on air. It is not only a game show but it is a show that brings the whole country together. KBC has always broken the TRP records and we are gearing up for another outstanding season with Big B.â
Sony has already launched the television campaign for the show and two of five TVCs are currently on air. This yearâs campaign is built upon the hugely successful KBC campaign of 2010 â âKoi Bhi Sawaal Chota Nahin Hotaâ and taking the thinking forward the new campaign conveys the message - âKoi Bhi Insaan Chota nahin Hotaâ.
Talking about the campaign, Khan said, âThe new thought is rooted in yet another popular belief of our society that âeverybody inherently has capability to achieve something extra ordinaryâ. Hence donât underestimate anybody â a right platform and a good knowledge can transform life â KBC is that platform.â
Built around the Aam Aadmi of India, the campaign depicts different touching stories on various social issues. Conceptualised by Leo Burnett India, the campaign has picked up relevant topics like âCorruptionâ, âRespectâ, âInflationâ, âMoney over relationshipsâ and âMaterialistic worldâ.
The campaign will soon be seen across all medium blended with several innovations.
The phone lines for the participation in the show were opened in last month and received 50 lacs smses which is much bigger than ever. The first round of auditions were conducted in 10 cities across the country.
Sony has roped in Cadbury Dairy Milk as title sponsor of KBC 2011 powered by Idea. So far, the channel has roped in Axis Bank and Samsung Smart TV as associate sponsors for the show.
I am sure KBC is gonna rock. The very style of Big B will make it stand out. Sony also now has Maruti and Justdial as associate sponsors. Just caught a glimpse of the promo. Cheers, Simran
hard worker and student
hard worker and student