KBC attempts to carry on the legacy of relatable campaigns

Sarmistha Neogy
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KBC Campaigns

As Kaun Banega Crorepati returns, Social Samosa takes a look at the ad film to understand if it carries forward the KBC Campaigns legacy.

Kaun Banega Crorepati (KBC) is coming after a gap of few years. Over the years, along with the format of the show, prize money, and the channel, KBC campaigns too, have seen a huge change.

Launched in 2000, KBC is all set to step in its 9th season with a new campaign titled ‘Jawab Dene Ka Waqt Aa Gaya Hai’. The campaign underlines the show's core thought, 'knowledge is great leveler' in life. It beautifully depicts various slice of life situations where individuals are bogged down by difficult questions and their only hope is to change their destiny with the power of knowledge.

The campaign has been created and conceptualized by Nitesh Tiwari. “It is always a delight to write and direct Kaun Banega Crorepati advertising campaign. It revolves around common man and woman with Amitabh Bachchan, and is always based on societal truth,” Tiwari told Social Samosa.

Tiwari explained that the tone of the campaign is humorous and the challenge was to make its appeal universal. “We are excited with this year's campaign, hope people like it”, Tiwari concluded.

In 2014, the KBC campaign titled ‘Koi bhi sawaal chota nahi hota’ touched upon issues like the widespread racial discrimination faced by people from North East region of India and on the Hindu-Muslim animosity in the country.

Reportedly, the channel first went on live with their campaign on the digital platform, before releasing it on television. The video has clocked more than 72,000 views till now on YouTube.

Bollywood superstar Amitabh Bachchan who is also the host of the show tweeted when the campaign broke for the first time.



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Expert view:

publive-imageGiving his views on the current KBC campaign, KV Sridhar a.k.a Pops, Founder & Chief Creative Officer, HyperCollective said, “This time the creative is witty and quite relatable. People can easily relate to the middle-class insight which this film has taken. The execution is brilliant. Nitesh understands the brand KBC too well and he has continued the legacy. He is smart to realize that you can’t always do social service campaigns.”



publive-imageEchoing similar views, Chaitanya Joshi, Brand Partner - Copy at CreativelandAsia shared, “Along with the general public, members of the ad fraternity also eagerly wait to see the KBC campaigns. Talking about the current film, it is beautiful and it has kept the notch high. Nitesh Tiwari is brilliant at what he does and his command over Hindi is mind blowing. It is actually quite difficult to think of fresh ideas every time, related to only questions.”

While mainline creative folks are all praises about Tiwari, Amyn Ghadiali, Group Director - Brand Communications, Gozoop had a different take.

According to Ghadiali, this year the campaign fails to live up to the standards that were set so high. The execution basis the story line is good and snackable, but not shareable, which happens to be the most crucial element in today's connected world.

publive-imageHe pointed out, “Campaigns by KBC have always sensed what's happening in the society and their themes have subtly reflected that, whether it was the 'Umeed' theme, the Hindu Muslim theme, the Kohima one or ‘Koi bhi sawaal chota nahi hota’, and others. Even the SRK rap somewhere resonated with the changes the nation was experiencing i.e., becoming more inquisitive, hungry for knowledge and questioning things. This time, it actually falls flat. I am sure there must have been an insight, a base on which it is built, but I feel that it too could have sensed the pulse of the nation better.”

The first campaign has managed to create enough curiosity and people are eagerly waiting for the next ones. Are you waiting for other KBC Campaigns? Do let us know in the comments section below.

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