Sony Entertainment Television is all set to bring the 5th season of game changer show of Indian television history Kaun Banega Crorepati in August. This will be the second season of KBC on Sony hosted by the Shehnshah of Bollywood Amitabh Bachchan. The show will replace ‘Entertainment ke liye kuchh bhi karega’ at 9 pm slot on weekdays.
Last year, the channel had improvised the format of the show and increased its pace. This year too, it’s working on other innovations to make the show more and more interactive with the viewers. Danish Khan, Senior Vice President and Head of Marketing at Sony Entertainment Television, told BestMediaInfo.com, “We are bullish about the show because of the fact that it changes all the equations whenever it goes on air. It is not only a game show but it is a show that brings the whole country together. KBC has always broken the TRP records and we are gearing up for another outstanding season with Big B.”
Sony has already launched the television campaign for the show and two of five TVCs are currently on air. This year’s campaign is built upon the hugely successful KBC campaign of 2010 – ‘Koi Bhi Sawaal Chota Nahin Hota’ and taking the thinking forward the new campaign conveys the message – ‘Koi Bhi Insaan Chota nahin Hota’.
Talking about the campaign, Khan said, “The new thought 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.”
Built around the Aam Aadmi of India, the campaign depicts different touching stories on various social issues. Conceptualised by Leo Burnett India, the campaign has picked up relevant topics like ‘Corruption’, ‘Respect’, ‘Inflation’, ‘Money over relationships’ and ‘Materialistic world’.
The campaign will soon be seen across all medium blended with several innovations.
The phone lines for the participation in the show were opened in last month and received 50 lacs smses which is much bigger than ever. The first round of auditions were conducted in 10 cities across the country.
Sony has roped in Cadbury Dairy Milk as title sponsor of KBC 2011 powered by Idea. So far, the channel has roped in Axis Bank and Samsung Smart TV as associate sponsors for the show.