KBC4 to kick off in October, lines up sponsors

MUMBAI: For Bollywood superstar Amitabh Bachchan, October is going to be an auspicious birth month this year as it will mark his re-entry into television as anchor of the famous game show, Kaun Banega Crorepati, that he so successfully hosted a decade back.

Sony Entertainment Television is still toying with the idea of whether it should launch the show on 11 October, coinciding with the Big B‘s birthday. The Hindi general entertainment channel has, however, decided to display the fourth season of Kaun Banega Crorepati in October and place it in the primetime band.
KBC4 will run for 36 episodes. "The show is going to launch in October. We haven‘t finalised the date of its debut airing," says Multi Screen Media president network sales, licensing and telephony Rohit Gupta.

Sony has already roped in four sponsors. Idea, it is learnt, is the telecom partner and is paying around Rs 120 million for the sponsorship deal. The partnership is based on a revenue-share arrangement for SMS‘ and IVRs.

Cadbury is a presenting sponsor and will be coughing out Rs 120 million, industry sources say. 
While declining to reveal any specifics, Gupta admits that the broadcaster has already signed up four sponsors.
Sony is in negotiations with FMCG major HUL.

"We are looking for a total of eight sponsors, out of which two will be co-presenting. Sponsors will take up around 60 per cent of inventory. Our aim is to integrate each sponsor in the show and we are looking at ways to do this. A lifeline could be given to a sponsor. However, there has to be a fit with the brand. It cannot be done arbitrarily," Gupta says.
Sony is betting on the fact that KBC is returning after two years on indian television. "There will be an appetite for KBC4 from viewers and advertisers. We expect to close out sponsorship deals by the end of the month," says Gupta. 

Latest Reads
Radio City makes us experience Mumbai

Radio City has created a campaign that makes us experience a city even with eyes shut. The film Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on-air, digital and on-ground.

MAM Marketing MAM
MP Birla Chetak Cement's new TVC is truly Rajasthani

MP Birla Chetak Cement has rolled out a new TVC conceptualised by Ogilvy Kolkata and produced by Conversation Films.

MAM Marketing MAM
Hitachi's new automated service platform

Hitachi Systems Micro Clinic, system integrator and a specialist in managing end-to-end IT infrastructure solutions and services, has announced the launch of an automated service delivery platform Hawkeye 3.0, which aims at enabling organisations to increase productivity and efficiency. The...

MAM Marketing Brands
The ins and outs of femvertising

MUMBAI: How many times have you come across ads that seek to empower women and ask them to take on the world (at times by using their product)? The general tendency of advertising in the seventies and the eighties was to objectify women in order to fascinate the ‘male audience’ to buy their...

MAM Marketing MAM
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories