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KBC 12 campaign inspires us all to turn setbacks into comebacks

Conceptualised and written by Nitesh Tiwari and Nikhil Mehrotra, the campaign brings forth humane stories that will inspire people in the current times

As season 12 of KBC is all set to hit the screens, the show’s host Amitabh Bachchan is inspiring people to overcome setbacks in life and career.

The first promo of the TV show conceptualised and written by Nitesh Tiwari and Nikhil Mehrotra showcases the story of a businessman who has faced severe losses and is determined to start over again. Bachchan shared the promo on his social media, saying “because every setback needs to be answered with a comeback.”

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Speaking about the campaign, Amit Raisinghani, Head, Business Planning and Communication, Sony Entertainment Television, said, “KBC celebrates the achievements of people irrespective of how small or big the achievements are. The campaign this year has been driven by people’s determination to turn adverse circumstances in their favour and move ahead in life. It’s always a pleasure to work with Nitesh Tiwari, who exactly knows the pulse of the situation, and creates impactful ad films for KBC. We hope, like in the past, this campaign resonates strongly with our audience.”

Tiwari, Director, KBC campaign, said, “I am grateful for the trust that Sony puts in me each year for the KBC campaigns. This year is of course very different and challenging for all of us in every aspect. But it has been a year of learning and exploring avenues that probably weren’t thought of, paving the path for something meaningful. Which leads us to the insight that there is a spark somewhere in each one of us that keeps us going, notwithstanding the obstacles, however big or small. The idea of this campaign is to reignite the spark and inspire people to move ahead in life.”

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