Dileep Kumar
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In a world where everyone is busy achieving their personal goals, we as individuals have stopped thinking about the nation as a whole.
A flip through news channels and newspaper pages present the stark reality of our society today. While we spend hours and hours talking about it, how many of us actually take a step further and act on it?
Multi Screen Media's Sony Entertainment Television (SET) along with its creative agency Leo Burnett has taken on the social issues gripping our society head on. With an aim to send out a strong message the channel revealed the two promos of Kaun Banega Crorepati (KBC), which revolves around the hopes of people from various regional, cultural and religious backgrounds.
The first film titled Kohima makes one shameful about the fact that even though we all know about north east being part of India, we never miss an opportunity to ridicule them by calling names or worse, addressing them as outsiders.
The TVC opens with Amitabh Bachchan asking Poornima, a young contestant hailing from the northeast, "Which country is Kohima in? (A) China (B) Nepal (C) India or (D) Bhutan." The contestant opts for an audience poll (a lifeline in the game show) and 100 per cent of the respondents say India. Bachchan tells her, "It's India, everyone knows this answer" to which the young contestant replies, "Everyone knows the answer, but how many people actually acknowledge it?" The film ends with the message 'Yeh khel kuch aisa hi hai, yahan sirf paisa hi nahi dil bhi jeete jaate hain.'
This was followed by a second promo which dwells upon Hindu-Muslim animosity bringing forward the ugly face of people still being divided on the basis of religion. The commercial is set in a tiny neighbourhood wherein a Hindu and Muslim family live adjacently. Ankit, a boy from the Hindu family is chosen for KBC and is about to leave for the hot seat when one of the sons in the Muslim family sneezes deliberately to bring in bad luck to him. However, once on the hot seat, the contestant opts for the 'Phone a friend' lifeline when asked the meaning of As salamu alaykum, and calls the same Muslim family. The old man answers the question with a "Khuda Tumhe Salamat Rakhe" and celebrates Ankit's win with his family by hugging each other.
The two promos show how KBC has evolved through its various messages over the years. From 'Koi Bhi Sawaal Chhota Nahi Hota' to 'Seekhna Band...Toh Jeetna Band,' the channel has come up with innovative messaging almost every year.
However, what differentiates this message from the previous ones is the fact that from just focusing on an individual the focus has shifted to the society as a whole. Amitabh Bachchan in his baritone voice always told one to acknowledge the power of self and grow it through the power of knowledge. Now, the show promises to touch people's hearts with the stories of community bonding.
The message of KBC season 8's campaign 'Yahan Sirf Paisa Nahi, Dil Bhi Jeete Jate Hain' (We don’t win only money, we win hearts too), has beautifully integrated social messages within the script making one sit-up and take notice.
It is not the first time that a general entertainment channel (GEC) has touched upon social issues and tried to invoke the right and the wrong within people. But what separates these promos from the rest is the fact that they are hard hitting and talk directly to people. They are a mirror reflecting our society in simple yet assertive manner. READ MORE:http://www.indiantelevision.com/television/tv-channels/gecs/kbc-8-a-journey-from-individual-to-collective-growth-140723
A flip through news channels and newspaper pages present the stark reality of our society today. While we spend hours and hours talking about it, how many of us actually take a step further and act on it?
Multi Screen Media's Sony Entertainment Television (SET) along with its creative agency Leo Burnett has taken on the social issues gripping our society head on. With an aim to send out a strong message the channel revealed the two promos of Kaun Banega Crorepati (KBC), which revolves around the hopes of people from various regional, cultural and religious backgrounds.
The first film titled Kohima makes one shameful about the fact that even though we all know about north east being part of India, we never miss an opportunity to ridicule them by calling names or worse, addressing them as outsiders.
The TVC opens with Amitabh Bachchan asking Poornima, a young contestant hailing from the northeast, "Which country is Kohima in? (A) China (B) Nepal (C) India or (D) Bhutan." The contestant opts for an audience poll (a lifeline in the game show) and 100 per cent of the respondents say India. Bachchan tells her, "It's India, everyone knows this answer" to which the young contestant replies, "Everyone knows the answer, but how many people actually acknowledge it?" The film ends with the message 'Yeh khel kuch aisa hi hai, yahan sirf paisa hi nahi dil bhi jeete jaate hain.'
This was followed by a second promo which dwells upon Hindu-Muslim animosity bringing forward the ugly face of people still being divided on the basis of religion. The commercial is set in a tiny neighbourhood wherein a Hindu and Muslim family live adjacently. Ankit, a boy from the Hindu family is chosen for KBC and is about to leave for the hot seat when one of the sons in the Muslim family sneezes deliberately to bring in bad luck to him. However, once on the hot seat, the contestant opts for the 'Phone a friend' lifeline when asked the meaning of As salamu alaykum, and calls the same Muslim family. The old man answers the question with a "Khuda Tumhe Salamat Rakhe" and celebrates Ankit's win with his family by hugging each other.
The two promos show how KBC has evolved through its various messages over the years. From 'Koi Bhi Sawaal Chhota Nahi Hota' to 'Seekhna Band...Toh Jeetna Band,' the channel has come up with innovative messaging almost every year.
However, what differentiates this message from the previous ones is the fact that from just focusing on an individual the focus has shifted to the society as a whole. Amitabh Bachchan in his baritone voice always told one to acknowledge the power of self and grow it through the power of knowledge. Now, the show promises to touch people's hearts with the stories of community bonding.
The message of KBC season 8's campaign 'Yahan Sirf Paisa Nahi, Dil Bhi Jeete Jate Hain' (We don’t win only money, we win hearts too), has beautifully integrated social messages within the script making one sit-up and take notice.
It is not the first time that a general entertainment channel (GEC) has touched upon social issues and tried to invoke the right and the wrong within people. But what separates these promos from the rest is the fact that they are hard hitting and talk directly to people. They are a mirror reflecting our society in simple yet assertive manner. READ MORE:http://www.indiantelevision.com/television/tv-channels/gecs/kbc-8-a-journey-from-individual-to-collective-growth-140723
