MUMBAI: Leo Burnett's Indigo Consulting has been roped in by Sony Entertainment Television to launch the digital media campaign for its game show Kaun Banega Crorepati. Work on the show has already begun.

The objective of the project will be to create a brand impact.

Sony Entertainment Television senior vice president - marketing Danish Khan said, "KBC has been a household name for a long time now. But we wanted to up the ante for the sixth season of the show. Indigo Consulting has done some fabulous work in the digital space. The freshness they bring to each project is exactly what we needed to keep pace with the evolving market terrain."

Indigo Consulting director - digital strategy and business development Sunil Kher said, "This year's KBC campaign celebrates the power of knowledge. We are happy to extend this concept online for Sony and help them achieve maximum impact."