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MUMBAI: Although ‘Kaun Banega Crorepati’ (KBC) has been touching people’s lives in various ways since its launch, in the eighth season the show aims to touch the hearts of people by travelling outside the studio for the first time.
Sony Entertainment Television (SET) is betting big on the property to propel it on the ratings chart, and for the same, it has launched an outreach campaign in 100 cities across the country.
On-ground activation
The channel has planned a massive outreach programme, which includes a four-city activity, wherein host Amitabh Bachchan will travel to these cities and shoot an episode from there.
It will commence with Surat, Gujarat, in August. The channel is yet to finalise the other three cities. What is more unique is that these on-ground events will, for the first time, be shot as episodes in front of a live audience and showcased when the show goes on air. SET senior VP and marketing head Gaurav Seth said, “We have redefined the emotional landscape and will bring the stories alive of how people have not only won money, but how the show has touched their hearts as well.
The campaign won’t end with the show launch; it will be these events that will take the message forward.” The marketing spends too are high due to such an extensive enterprise, Seth explained while declining to disclose the figures. In addition to the four events, the channel will also travel across 100 cities and towns in India where people can play the game and get a chance to participate in ‘KBC’.
Titled ‘KBC Aapke Sheher’, the activity will commence next week and enable citizens of the cities to compete in a small game show that will have Bachchan asking questions on a big screen.
The winner of each city will then get a chance to compete and play for Rs 5 crore (Rs 50 million) in ‘KBC 8′ in Mumbai.
Ad films
For starters, the channel has unveiled three ad films that give the message ‘Yaha sirf paise nahi, dil bhe jeete jaate hai’ (It’s not just money that’s won here, but hearts too). Each of the ad films has a different story, character, set-up and theme. Dealing with topical issues, the campaign has been conceptualised by Leo Burnett and executed by Opticus Inc.
The first film, which is already on air, targets people’s ignorance about the North-Eastern city of Kohima as part of India. Out of the two other films, which are yet to go on air, one touches on the sensitive topic of Hindu–Muslim conflict. The third film, which will be launched closer to the launch of the show, is designed keeping in mind the popularity of host Amitabh Bachchan and the happiness people feel when he interacts with them through phone-a-friend lifeline.
Leo Burnett India executive creative director Vikram Pandey said, “Until now, we had explored individual stories, but since the platform allows us to reach a larger audience, the idea was if we can transform their thinking and actions through the campaign.” SET senior EVP and business head Nachiket Pantvaidya added, “The idea was to break the stereotypes and we wanted to do it through the course of these films.
The Hindu–Muslim film was the most difficult to make and it’s more like a gripping short film rather than a TVC.” Besides television, the films will also be screened in movie theatres.
Show content
This season will also see some changes in the show content. While four episodes in front of a live audience is one such innovation, there will also be a special lifeline focusing on communities.
The lifeline is tentatively called ‘Community’ and will enable the participant to call up a particular community and get his question answered. The aim of this is to visually represent various communities through the show. “KBC has been evolving since 2000. Earlier, it was about money, then knowledge, and this time it’s about community welfare.
This will be reflected in the show’s content as well. We are changing the emotional pitch of the show,” stated Pantvaidya. The show is stated to launch in mid-August and the shooting will commence in around 15 days. The set will be based in Yash Raj Films studios in Andheri, Mumbai, and is expected to be different from the last season. ‘KBC 8′ has already roped in Cadbury Dairy Milk as the title sponsor and Idea Cellular as the powered-by sponsor.
Read more at: 'KBC' to travel outside the studio for the first time | TelevisionPost.com | TelevisionPost.com
Sony Entertainment Television (SET) is betting big on the property to propel it on the ratings chart, and for the same, it has launched an outreach campaign in 100 cities across the country.
On-ground activation
The channel has planned a massive outreach programme, which includes a four-city activity, wherein host Amitabh Bachchan will travel to these cities and shoot an episode from there.
It will commence with Surat, Gujarat, in August. The channel is yet to finalise the other three cities. What is more unique is that these on-ground events will, for the first time, be shot as episodes in front of a live audience and showcased when the show goes on air. SET senior VP and marketing head Gaurav Seth said, “We have redefined the emotional landscape and will bring the stories alive of how people have not only won money, but how the show has touched their hearts as well.
The campaign won’t end with the show launch; it will be these events that will take the message forward.” The marketing spends too are high due to such an extensive enterprise, Seth explained while declining to disclose the figures. In addition to the four events, the channel will also travel across 100 cities and towns in India where people can play the game and get a chance to participate in ‘KBC’.
Titled ‘KBC Aapke Sheher’, the activity will commence next week and enable citizens of the cities to compete in a small game show that will have Bachchan asking questions on a big screen.
The winner of each city will then get a chance to compete and play for Rs 5 crore (Rs 50 million) in ‘KBC 8′ in Mumbai.
Ad films
For starters, the channel has unveiled three ad films that give the message ‘Yaha sirf paise nahi, dil bhe jeete jaate hai’ (It’s not just money that’s won here, but hearts too). Each of the ad films has a different story, character, set-up and theme. Dealing with topical issues, the campaign has been conceptualised by Leo Burnett and executed by Opticus Inc.
The first film, which is already on air, targets people’s ignorance about the North-Eastern city of Kohima as part of India. Out of the two other films, which are yet to go on air, one touches on the sensitive topic of Hindu–Muslim conflict. The third film, which will be launched closer to the launch of the show, is designed keeping in mind the popularity of host Amitabh Bachchan and the happiness people feel when he interacts with them through phone-a-friend lifeline.
Leo Burnett India executive creative director Vikram Pandey said, “Until now, we had explored individual stories, but since the platform allows us to reach a larger audience, the idea was if we can transform their thinking and actions through the campaign.” SET senior EVP and business head Nachiket Pantvaidya added, “The idea was to break the stereotypes and we wanted to do it through the course of these films.
The Hindu–Muslim film was the most difficult to make and it’s more like a gripping short film rather than a TVC.” Besides television, the films will also be screened in movie theatres.
Show content
This season will also see some changes in the show content. While four episodes in front of a live audience is one such innovation, there will also be a special lifeline focusing on communities.
The lifeline is tentatively called ‘Community’ and will enable the participant to call up a particular community and get his question answered. The aim of this is to visually represent various communities through the show. “KBC has been evolving since 2000. Earlier, it was about money, then knowledge, and this time it’s about community welfare.
This will be reflected in the show’s content as well. We are changing the emotional pitch of the show,” stated Pantvaidya. The show is stated to launch in mid-August and the shooting will commence in around 15 days. The set will be based in Yash Raj Films studios in Andheri, Mumbai, and is expected to be different from the last season. ‘KBC 8′ has already roped in Cadbury Dairy Milk as the title sponsor and Idea Cellular as the powered-by sponsor.
Read more at: 'KBC' to travel outside the studio for the first time | TelevisionPost.com | TelevisionPost.com
