MUMBAI: Sony Entertainment Television (Set) is kicking off the second phase of the marketing campaign for its upcoming show Kaun banega Crorepati (KBC) 2011 on 15 June.
The channel will launch the campaign first on You Tube, before circulating it elsewhere.
The second phase will see five short TVCs, conceptualised by Leo Burnett. Shot by Chrome Pictures, the TVCs will be aired on the TV channels from 16 June.
Coming on Indian television for its fifth season, the KBC 2011’s first promotional campaign was launched last month, calling for registration.
The second phase of KBC campaign will have five films -- each with a distinct story and a distinct character, that will engage, entertain and bring alive the core thought of this season – “Koi Bhi Insaan Chota Nahin Hota” (never underestimate anybody).
This year too, the host of the show, Amitabh Bachchan, will anchor the philosophy of KBC in all the films.
Set senior VP and marketing head Danish Khan said, “This year the challenge was to take the campaign and the thinking forward and build upon the hugely successful KBC campaign of 2010 - ‘Koi Bhi Sawaal Chota Nahin Hota’. This year also the campaign retains that distinct KBC flavor, while we take the thought forward. The thought “Koi Bhi Insaan Chota nahin Hota” is rooted in yet another popular belief of our society that ‘everybody inherently has capability to achieve something extra ordinary’. Hence don’t underestimate anybody – a right platform and a good knowledge can transform life - KBC is that platform.”
Khan added that these short films will have presence on TV channels, cinema screens as well as digital screens. “We are taking long spots as each film is of 60-75 seconds and a story in itself,” he said.
Khan noted that radio and outdoor promotions will be launched later.
Set said that there was high anticipation from this year’s account as last year’s campaign was a huge success. “It has swept all national and international awards, and walked away with six ABBY’s and four Promaxbda awards,” the company said.
Leo Burnett Set account business head Anup Vishwanathan said, “Last year’s campaign celebrated ‘knowledge’ and since the thought that ‘koi bhi gyaan vyaarth nahin hota” (no Knowledge ever goes waste) and truly ‘knowledge is the passport to a better life’ is rooted deep in our collective psyche – hence ‘Koi Bhi Sawaal Chota Nahin Hota’ was relatable to people across and received a lot of appreciation, awards, popularity and ratings. The campaign created a unique grammar for brand KBC – insightful message delivered in a punchy popular entertainment format to be consumed by people from across social spectrum.”
