Campaign India Team
Jul 12, 2019

Sony emphasises on self belief for KBC 11

Watch the film conceptualised by Nitesh Tiwari here

Sony Entertainment Television has rolled out the launch campaign for the 11th season of Kaun Banega Crorepati.
The campaign consists of a film written by Nitesh Tiwari.  It shows how a family reacts to a girl stating that she'd like to join the family business. The people are skeptic and keep taunting her about the decision as they tell her to start a family instead. This changes after the girl makes an appearance on KBC which helps her start the journey to success.   
Aman Srivastava, head – marketing, Sony Entertainment Television, said, “KBC is not just a show – it’s a part of people’s lives. Each year, our campaign reflects this sentiment.  This year’s theme of ‘Vishwaas Hai toh Khade Raho…Adey Raho’ reinstates and encourages people to believe in themselves and their aspirations regardless of the societal norms. Nitesh Tiwari never ceases to surprise us with his simplicity in translating an insight-led campaign into a thought-provoking visual treat.” 
Nitesh Tiwari, writer-director, added, "Each year, I look forward to working on KBC like it’s my first and I am happy that Sony accords such trust. This year, we have approached the campaign a tad differently. We have tried to bring back humour in the narrative so that the key insight registers with more impact. The stimuli here is internal, that braves the external. I am sure people will relate to the campaign and appreciate it.”
Campaign India

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