KBC campaigns with a new message: Winning stops when learning does

The four-part campaign, conceptualised by Leo Burnett, extends the previous campaign idea of knowledge being the only equaliser in life. This time the message is 'Seekhna bandh to jeetna bandh'



Sohini Sen | Mumbai | August 2, 2013

Sony's blockbuster quiz show, Kaun Banega Crorepati, is set to make a comeback in 2013. Sony has come up with a series of humorous TVCs for the promotion of the show for this season. The four-part campaign has been conceptualised by Leo Burnett and the films have been directed by Amit Sharma of Chrome Pictures.

The TVC opens with Jitender – a new advocate – being advised by his mother to learn the tricks of the trade under an experienced person. But Jitender's reply is that he has already learned enough. However, we are soon made aware of the reality as he loses several cases and becomes disreputed as the worst 'sastaa wakeel' in the city.

Another TVC shows a certain Mrs Dhingra who has decided to become a wedding planner and feels that at this age she doesn't need to learn how to handle a wedding. However, disasters occur as it starts pouring during open air weddings, the priest is missing during the ceremony, etc.

This is finally shown to end with Jitender and Mrs Dhingra going to KBC and Amitabh Bachchan announcing that there is no age for learning. He advises people to never stop learning as that is when people would also stop winning.

Gaurav Seth

"We decided to take the thought forward from our previous campaigns which was on the line of 'Sirf gyan hi aapko aapka haq dilaataa hain' (only knowledge can give you what is rightfully yours) to 'seekhna bandh to jeetna bandh' (the day you stop learning in life, is the day you stop winning). What we wanted to show through these campaigns – two of which are out and two more will follow – is that the day you become arrogant, the day you become complacent, the day you think you know everything, is the day your downfall starts. We, the agency and us, sat down and brainstormed on how to take the idea forward. We realised KBC is not just a TV show or a game show or it's not just about Mr Bachchan. It is about all of that and more. At an individual level it is about testing your knowledge against your peers. It's about the entertainment value the show has, it is about the audience interaction, etc.," said Gaurav Seth, Senior Vice-President and Marketing Head, Sony Entertainment Television (SET).

Ashwini Iyer Tiwari, Executive Creative Director, Leo Burnett, the creative agency that conceptualized the campaign, said, "The insight came from a simple fact that when we fail to learn, we fail to grow and life stops there itself. We wanted to emphasise through an entertaining campaign idea on how crucial it has become for one to keep learning the ever changing tricks of his or her chosen life path."

The 360 degree promotion for the show will include each and every possible media platform, with the message being customised for every medium. Outdoor, print, radio and digital will all capitalise on human inquisitiveness with the latter two involving audience interaction. Sony plans to take the KBC tour to 12 cities across the country where they will hold 'Hot Seat Aapke Shaher' (Hot seat in your city). From among the contestants, a shortlist would be made and they will be able to play KBC in their own city – albeit with a different host. Bachchan will still be involved as the person asking the question from the television screen.

Sony also plans to introduce some changes in the format of the quiz show this season. The show which goes on air in September, will be replacing Indian Idol after its current season.

The Promos:

Credits:

Agency - Leo Burnett

Chief Creative Officer - Nitesh Tiwari

Executive Creative Director - Ashwiny Iyer Tiwari

Writers - Neeraj Singh, Pranjal Choudhary, Ashish Sharma

Art Directors - Tarun Kumar, Vikrant Wadkar

Account Management - Anup Vishwanathan, Anupriya Shetty, Rashmi Gupte

Films Dept - Kevin Affonso, Manjula Moses

Production House - Chrome Pictures Pvt Ltd

Producer - Prafull Sharma

Director - Amit Sharma

Sohini.Sen@BestMediaInfo.com

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