MUMBAI: DirecTV's South Asian advertising agency Elephant Advertising, a wholly owned subsidiary of CineMaya Media Group, has unveiled a multi-media KBC advertising campaign across print, television, direct mail and outdoor media to promote the Indian version of "Who Wants to be a Millionaire" on DirecTV's Star India Plus channel.

"The magnetic power of Shah Rukh Khan's smile touches the hearts of a billion plus around the world. It's no secret Khan's biggest fan following is the South Asian community," stated CineMaya Media Group president Nayan Padrai.

"It's not everyday you drive down the NJ Turnpike and see a face that you would normally see on the Bollywood silver screen smiling down at you. We hope every Bollywood fan who sees this campaign will feel a little closer to home."

Elephant Advertising's marketing campaign for DirecTV promises not only reach consumers through traditional South Asian media, but also through touch points within their daily lives.