Mumbai: What is your surname? What does your father do? Where do you stay? Which school did you go to? Are you a south Indian or a north Indian? Are you a vegetarian or a non vegetarian ?

Such questions have become a filter, reasons for qualification or disqualification and grounds for the rampant discrimination in our society. In this context, it is important to underline the role of ?Knowledge? which is perhaps the greatest leveler ? a force which can successfully overcome all these biases.

With THE POWER OF knowledge as the central theme, Sony Entertainment Television today announced yet another path breaking marketing and communication campaign ?Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai? as the communication theme for the upcoming season of the most popular game show on Indian television ?Kaun Banega Crorepati?2012.

Speaking on the campaign, Danish Khan, Senior Vice President & Marketing Head, SET says, "This year?s KBC campaign celebrates the power of knowledge ? a great leveler in our society, also a potent change agent. Our brief to Leo Burnett was to bring this thought alive with real people in real context. The campaign?s philosophy is a common man?s philosophy and is relevant to today?s India. The campaign thought captures the core value of the show. We aim to reach out to a larger set of audience and provide common man a unique chance to change his destiny.?

After launching award winning campaigns for KBC in the last two seasons ?Koi Bhi Sawaal Chhota Nahi Hota? and ?Koi Bhi Insaan Chhota Nahin Hota?, this year SET brings forth an interesting point of view on the various biases that our country is plagued with. The campaign is conceptualized by Leo Burnett, the creative agency for Sony Entertainment Television.

Nitesh Tiwari, National Creative Resource, Leo Burnett, Mumbai said," Having done two successful campaigns in the past i.e. ?Koi bhi sawaal chhota nahi hota? and ?Koi bhi insaan chhota nahi hota? it wasn?t an easy task for me and my team to come up with something equally interesting, if not better. Thankfully, we have a client who understands that good campaigns need to be given the time they deserve. So we were given enough time to struggle till we arrived to this thought."

The thought is delivered in its characteristic style, will pan out with four films each with a distinct story talking about the biases of gender, lineage and language, showcasing different characters and their situations in life that will engage, entertain and bring alive the core thought of this season?

This insight will be woven into a 360 degree campaign of television commercials including print, OOH and online advertising featuring Mr. Bachchan. The challenge for SET, as well as Leo Burnett, is to raise the bar from the benchmark that SET created for itself last year with the award winning campaign ?Koi Bhi Insaan Chhota Nahi Hota?, which won many accolades, awards, popularity, soaring ratings and hearts.

The director of these series of spots is Amit Sharma from Chrome pictures and they have created a series of resplendently executed films, which are sure to strike a chord with the audience.

Anup Vishwanathan Executive Vice President, Leo Burnett, Mumbai said, "The KBC campaign identifies with the hope that people have in them. And that?s the factor we wanted to leverage in our campaign. This is also in sync with brand SET that is all about positive emotions.?