KBC changes campaign positioning,
makes heads turn and the heart melt
The set of TVCs for season 8, created by Leo Burnett, moves away from the ‘knowledge’ theme of previous years and focuses on ‘winning hearts’. The campaign thought process has been widely praised by the creative community.
When we talk about Kaun Banega Crorepati, the first idea we get is probably Amitabh Bachchan’s majestic figure. Only then comes the lure of winning oodles of cash. But recently, KBC’s campaign has made heads turn, eyes water and the heart melt. The brand promise holds true: ‘Yahan sirf paise nahi, dil bhi jeete jaate hain’.
This season’s first campaign – ‘Kohima’ – is more than just a trailer of what to see in the game show. The 8th season of India’s most watched game show is not just bringing another chance for people to hit the jackpot, but also opening eyes towards issues which have been ignored for long.