Kaun Banega Crorepati (KBC) has rolled out the campaign for its upcoming tenth season.
The campaign titled 'kab tak rokoge' consists of a film conceptualised and written by Nitesh Tiwari and Nikhil Mehrotra. It shows the story of a driver who makes sure no matter what happens, he doesn't stop the education of his son. On the way he's faced with obstacles like an increase in fee by the school, but he doesn't let that bother his son's education and goes ahead to work harder to provide for him. The film ends with the man making an appearance on KBC.
Aman Srivastava, head – marketing, Sony Entertainment Television, said, “KBC is an Iconic show. It’s campaigns in past years have touched and moved millions of Indians. It has won National and International awards and has successfully built anticipation for the show. This year’s theme of ‘Kab Tak Rokoge’ is both inspiring as well as upbeat and reflects Indian society’s prevalent “Can Do, Will Do” attitude. Nitesh Tewari has always created magic with KBC campaigns and this year again, he continues to weave the same magic with relevant insight captured with great cinematic impact. This time around, we also have Ashwiny Iyer Tiwari who will direct a film for the campaign.”
Nitesh Tiwari, writer-director, said, “Sony and KBC hold a special place in my heart. I am always excited to do a KBC campaign. This year’s campaign is extremely relevant, and I hope the Indian audience will like the campaign and make KBC a big success.”
Client: KBC (Sony Entertainment Television)
Conceptualised by: Nitesh Tiwari, Nikhil Mehrotra
Director: Ashwiny Iyer Tiwari
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