Campaign India Team
Sep 02, 2020

Meet every setback with a comeback says KBC in season 12 promo

Watch the film conceptualised by Nitesh Tiwari

The promos for the 12th edition of Kaun Banega Crorepati (KBC) have been released.
Conceptualised by Nitesh Tiwari, the first promo celebrates the thought – 'Jo bhi ho, setback ka jawaab comeback se do' (whatever happens, respond to a setback with a comeback). The film shows a contestant celebrating after answering the first question correct to win Rs 1,000. When Amitabh Bachchan (the show host) asks him the reason for celebrating such a small amount, the contestant states that he set up his first business with Rs 500 and scaled it up to Rs 10 crore. But then the business went bust. Now, an investment of Rs 1,000 could mean a bigger business. 
Amit Raisinghani, head – business planning and communication, Sony Entertainment Television, said, "KBC celebrates the achievements of people irrespective of how small or big the achievements are. The campaign this year has been driven by people’s determination to turn adverse circumstances in their favour and move ahead in life. It’s always a pleasure to work with Nitesh Tiwari, who exactly knows the pulse of the situation, and creates impactful ad films for KBC. We hope, like in past, this campaign resonates strongly with our audience."
Nitesh Tiwari, director, KBC campaign, added, "I am grateful for the trust that Sony puts in me each year for the KBC campaigns. This year is of course very different and challenging for all of us is every aspect. But it has been a year of learning and exploring avenues that probably weren’t thought of, paving the path for something meaningful. Which leads us to the insight that there is a spark somewhere in each one of us that keeps us going, notwithstanding the obstacles, however big or small. The idea of this campaign is to reignite the spark and inspire people to move ahead in life." 
Campaign India

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