The most awaited game show ’Kaun Banega Crorepati’ is back again with a new crusade
The big daddy of non-fiction/reality television ‘Kaun Banega Crorepati’ back on tube
“Live as if you were to die tomorrow. Learn as if you were to live forever.” said Mahatma Gandhi. To see is to learn, to read is to learn, to experience is learn, to learn is to learn. Learning is eternal. As we grow, learning becomes an integral part and parcel of our life. Centralizing the thought that learning is of utmost importance in order to have a winning edge.
With the promos going on air, Sony Entertainment television embarks a journey of yet another fresh and revolutionizing campaign for 2013 as ‘Seekhna band, toh jeetna band’ for India’s biggest quiz reality game show ‘Kaun Banega Crorepati’.
The channels belief is / The channel believes that hunger for learning is unfathomable and never-ending; in fact the thirst to acquire knowledge is best when it is forever growing. The campaign sheds light on the paramount importance of diligent learning in today’s day and age, where competing minds and advancing technologies continuously expand the realms of human understating.
Speaking about the campaign, Indispensability of learning, Gaurav Seth, Senior Vice President and Marketing Head, SET, says, “KBC has always been more than just a game show for the country/nation. With the previous seasons souring new heights, the essence was to connect with the audience and yet bring out a new relatable dimension. The format of the show encourages learning and the campaign fit in perfectly. ”
The much talked about campaign last year “Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai” (power of knowledge – a great leveler in our society) was highly appreciated. To take the thought ahead and shifting gears to the fact that learning is an inevitable phenomenon which one shouldn’t escape. In the fast moving pace of this world it is mandatory for each one to be well-informed to forge ahead. SET brings to light that all professions are an ocean of learning, provided they are taken as a stepping stone towards becoming a winning individual/strong personality.
Ashwiny Iyer Tiwari, Executive Creative Director, Leo Burnett said, “The insight came from a simple fact that when we fail to learn we fail to grow and life stops there itself. This is true to our country, which is also taking massive steps towards development. We wanted to emphasize through an entertaining campaign idea on how crucial it has become for one to keep learning the ever-changing tricks of his or her chosen life path.”
The campaign for this year adopts a renewed outlook towards knowledge, elevating it as a tool which is impetus to keep sharp only through diligent learning. The characters from different streams of profession will be shown going through their daily rigmarole eventually failing when it utmost matters, culminating to the campaign thought; to keep winning you got to keep learning. The four distinct stories of individuals whose once probably successful careers spiraled towards ridicule and failure, as they chose to overlook the need to keep learning. Their tales serve as allegories that highlight the importance of diligent learning in one’s life, with Mr. Amitabh Bachchan coming in to drive home the final message.
The vision extends to a 360 degree campaign of radio, print, OOH and online components capitalizing on human inquisitiveness. The viewers would be bombarded with questions on interesting life-facts, invigorating their curiosity and their urge to learn something new each day, encouraging diligent learning.
Directed by Amit Sharma from Chrome pictures, the four highly entertaining films are assured to keep viewers glued to their television sets.
Anupriya Shetty, xyz from abc further adds “The proposition holds true in today's time as we constantly need to keep ourselves updated. It is no coincidence that the same need is an integral part of finding success on the show.”
Every day is a day of learning; each moment is an opportunity to grow, eventually inching towards victory. KBC 2013 reflects upon the fact that to stop learning in such a dynamic scenario would be nothing short of embracing failure. This message is clearly resonating through the campaign tagline- ‘Seekhna band, toh jeetna band’ (Stop learning, and you stop winning).
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