Sony Entertainment Television has launched the promos for the eighth season of its game show Kaun Banega Crorepati. The campaign has been conceptualised by Leo Burnett.
One of the films features the protagonist, a young man, about to leave home with the blessings of his father. People in the neighbourhood gather to watch as the father says ‘Jeet kar aana beta’ (Come back victorious, son). The family belongs to the Hindu community. Watching them from above are a group of Muslims. The underlying animosity between the two sides comes to the fore when a young man from above sneezes as the boy is leaving – considered a bad omen by Hindus. The boy’s father stops the angered Hindu youth from reacting, thus preventing the situation from flaring up.
The scene shifts to the sets of KBC, where the young man is on the hot seat. His family and those of his Muslim neighbours are glued to their television sets. When he chooses the ‘Phone a friend’ option to seek help with an answer, it is not his family, but that of his neighbours he calls. Addressing the elder of the Muslim household as Chacha (Uncle), he asks him for the meaning of Assalam Waleikum. The old man says, “Khudha tumhe salamat rakhe beta” (May god keep you safe) - the right answer. The tense mood that prevailed between the two communities gives way to scenes of celebration. The village which was earlier divided in two, celebrates together. The film ends with show host Amithabh Bachchan saying ''Yahan Sirf Paise Nahin, Dil Bhi Jeete Jate Hain' (You just don't win money here, but win hearts too).
Gaurav Seth, SVP and marketing head, Sony Entertainment Television, said, "Kaun Banega Crorepati over the years has established itself as an institution on television. The show and our legendary host Mr. Amitabh Bachchan ignite hope and positivity in the hearts of the nation. This year’s campaign further articulates the positioning, that KBC is not only about winning money. This season, the show, with its unique ability to appeal to a wider and universal audience, will showcase social transformation, portraying stories of everyday heroes and community bonding."
Saurabh Varma, CEO, Leo Burnett India, added, "Over the years we have noticed that people wait for the KBC promos as much as they wait for the next season of KBC. And the participants who reach the hot seat take more than just money from the KBC stage. Our latest promos take this insight to a larger, national and social canvas. KBC ads effectively use the power of communication to raise the collective conscience of the nation. Looks like we have done it again.”
Client: Sony Entertainment Television
Agency: Leo Burnett India