Kaun Banega Crorepati (KBC) is about the power of
knowledge. Knowledge that empowers the common man & woman to achieve what
they aspire for, despite unsurmountable obstacles. In its 10th
season, KBC with its iconic host Mr. Amitabh Bachchan will applaud the undying
spirit behind every struggle. Celebrating the spirit of resilience, Sony
Entertainment Television, is proud to unveil the theme for this year’s KBC
campaign – Kab Tak Rokoge.
Conceptualized and written by Nitesh Tiwari and
Nikhil Mehrotra, the campaign beautifully highlights three relatable stories
with a soul. We often face situations in life that tend to deter us from
achieving our goals. Often, we encounter people who discourage our attempts and
obstruct our progress. When the odds are against us, one can only stand up to
them and ask… #KabTakRokoge? Known for their unique brand of film making, these
inspiring films have been directed by Nitesh Tiwari and Ashwiny Iyer Tiwari.
Watch the first look of this year’s KBC campaign
here - #KabTakRokoge
Comments-
Aman Srivastava, Head – Marketing at Sony
Entertainment Television
“KBC is an Iconic show. It’s campaigns in past
years have touched and moved millions of Indians. It has won National and
International awards and has successfully built anticipation for the show. This
year’s theme of ‘Kab Tak Rokoge’ is both inspiring as well as upbeat and
reflects Indian society’s prevalent “Can Do, Will Do” attitude. Nitesh Tewari
has always created magic with KBC campaigns and this year again, he continues
to weave the same magic with relevant insight captured with great cinematic
impact. This time around, we also have Ashwiny Iyer Tiwari who will direct a
film for the campaign.”
Writer-Director, Nitesh Tiwari
“Sony and KBC hold a special place in my heart. I
am always excited to do a KBC campaign. This year’s campaign is extremely relevant,
and I hope the Indian audience will like the campaign and make KBC a big
success.”
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