Campaign India Team
Aug 26, 2010

Leo Burnett creates new campaign for KBC4

Leo Burnett has conceptualised a TVC for the launch of the fourth season of Kaun Banega Crorepati. The TVC was released during the Indian Idol finale.

Leo Burnett has conceptualised a TVC for the launch of the fourth season of Kaun Banega Crorepati. The TVC was released during the Indian Idol finale.

In the TVC, a boy asks his father, "Do you know who was Akbar's father?" Instead of giving the right answer to his son, the father goes on to joke about this question with his friends and also goes to the extent of saying, "According to Jodha Akbar, Akbar's father is Rakesh Roshan." He never gives the question any importance until it's put forward to him by Amitabh Bachchan while he is on the hot seat of Kaun Banega Crorepati.

The new ad campaign created by Leo Burnett, Mumbai, was conceived by the teams of Nitesh Tiwari and Anup Vishwanathan. The first phase of the campaign consisted of teasers confirming Bachchan’s return to Kaun Banega Crorepati and that the show would air on Sony Entertainment Television. This was followed by the call for auditions, giving people information about the show and how they can participate.

The second phase consists of ads that tell a story of a character who once ignored a question, which ultimately comes back to haunt him or her on the hot seat in Kaun Banega Crorepati. Bachchan then reminds the audience to be wise and to never underestimate a question.

Commenting on the campaign, Anup Vishwanathan, vice president - client servicing, Leo Burnett, said, “The campaign was a big challenge for us, considering the Kaun Banega Crorepati legacy and all the work that has happened on the brand in the past. We knew we needed to be different without losing relevance.”

Danish Khan, vice president and head of marketing at Sony Entertainment Television, said, “The consumers have seen and experienced Kaun Banega Crorepati - the iconic host, the prize money and the game itself. Thus our brief to Leo Burnett was very simple – to bring the romance back to Kaun Banega Crorepati. To entertain and enthuse the entire family to come together to watch and play the game while delivering on show’s core proposition of combining knowledge with entertainment”.

Nitesh Tiwari, executive creative director, Leo Burnett, added, “For the theme commercials, we knew we didn’t need to educate people about Kaun Banega Crorepati, so we opted for a rather interesting approach. Mr. Bachchan has always come across as someone who values knowledge. Thus, we used this human truth with a  creative twist and focused our communication on -Koi sawal chota nahi hota (Do not underestimate any question). Our theme films bring this adage out with a touch of humour!”

 

 

Credits:

Creative team

National creative director: K.V. Sridhar (Pops)

Executive creative director: Nitesh Tiwari and Kapil Mishra

Creative director: Ashwiny Iyer

Ashwiny Iyer – Creative Director

Copywriters: Shreyas Jain, Nikhil Mehrotra, Piyush Gupta, Ripanka Kalita, Abhishek Sinha and Pranjal Choudhary

Art Directors: Pushkar Shintre, Naresh Dhondi and Prasad Patil

Client Servicing Team

Vice president: Anup Vishwanathan

Brand services director: Anupriya Shetty

Brand associates: Sulakshana Ray and Madhuparna Das

Films team

Kevin Affonso-  National Film Head

Manoj Pillai – Sr. Films Executive

Production House: Chrome Pictures

Director: Amit Sharma

Producers: Hemant Bhandhari and Prafful Sharma

Sony Entertainment Team

Danish Khan – Vice-President and Marketing Head, SET

Ramanjot Singh – Assistant Vice President - Marketing, SET

Suma Nair – Senior Manager - Marketing, SET

Aman Srivastava – Senior Manager - Marketing, SET