Shephali Bhatt
Aug 21, 2012

KBC6 shows knowledge as leveller of gender inequality

WATCH the TVC created by Leo Burnett

wide player in 16:9 format. Used on article page for Campaign.

The sixth season of Kaun Banega Crorepati is less than three weeks away and Sony Entertainment Television (SET) has rolled out the next set of TVCs to keep the momentum going.

In sync with the communication theme 'Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai' (Knowledge alone helps you earn what is rightfully yours), the third TVC dwells on the deep rooted gender bias that plagues the Indian society and the role knowledge can play as a leveller.

The TVC, shot in Haryana, starts off with a doctor announcing the birth of a girl child to her anxious father. On hearing the news, the father gets disheartened. Thereon, the girl, Asha, grows to suffer gender bias on every account. Her father ignores her academic victories and refuses her the right to pursue higher studies. Her principal doesn't punish a defaulter who misbehaves with Asha, and lectures her on how any action will only end up tarnishing her image. Her colleagues pass derogatory remarks on her character when she gets promoted at work. Finally, on the hot seat of KBC, Asha wins a crore and proves her worth with her knowledge - while her father watches Asha on TV with a remorseful look. Amitabh Bachchan enunciates the power of knowledge to conclude.

WATCH the fourth film of the campaign here:

 

 

On the launch of the campaign, Danish Khan, senior vice president, head of marketing, Sony Entertainment Television (SET), had said, "We have had two great years of KBC at Sony. While the last two seasons' campaigns have been disruptive in nature, this time we wanted to expand on the common man philosophy. We wanted to create something that would spread a positive message in the society and keep knowledge at the heart of it."

Khan added that the show slated to begin on 7 September will be used as a platform to launch new fictional shows at Sony as well.

Unplugged moments:

Nitesh Tiwari, national creative resource, Leo Burnett, shared an anecdote from the shoot of the girl child film that took place in Haryana. He said, "While the creative team and the crew was shooting outdoors, they decided to lounge in a bar in the vicinity where they were greeted by a localite who, in his Haryanvi accent, told the team that ladies are not allowed in the bar. To this, one of the team members retorted in the same accent saying, "Who is a lady among us anyway." The localite was tongue tied after this incident but it was a good enough reflection of what was being depicted in the TVC." 

Credits:

Client: Sony Entertainment Television (SET)
Agency: Leo Burnett
National creative resource: Nitesh Tiwari
Creative director: Ashwiny Iyer
Writer: Nikhil Mehrotra, Neeraj Singh, Priyanka Patyal, Pranjal Choudhary
Client servicing: Anup Vishwanathan, Anupriya Shetty, Rashmi Gupte
Agency film producer: Kevin Affonso, Manoj Pillai
Production house: Chrome Pictures
Director: Amit Sharma
Media agency: OMD

Source:
Campaign India