Sony Entertainment Television has unveiled the theme for the 11th season of Kaun Banega Crorepati (KBC), which will see Amitabh Bachchan reprise his role as the show’s host. The channel has released a teaser, which reveals the theme of this season’s campaign – “Agar vishwaas hai, toh khade raho… #AdeyRaho” (If you truly believe in yourself, stand up for yourself and keep at it). The campaign, conceptualised, written and directed by film-maker Nitesh Tiwari, brings out this core message well, using situations and stories that are relatable and thought-provoking with a tinge of humour. The teaser tells the story of a young woman rebelling against her family that would rather have her married off than join the family business. Ultimately, she appears as a participant on KBC, wins the prize money, and starts her own venture. Her win in the contest is also a win over her family.
Commenting on the campaign, Aman Srivastava, Head - Marketing at Sony Entertainment Television, says, “KBC is not just a show; it is a part of people’s lives. Each year, our campaign reflects this sentiment. This year’s theme of ‘Vishwaas Hai toh Khade Raho… Adey Raho’ reinstates and encourages people to believe in themselves and their aspirations, regardless of the societal norms. The campaign is conceptualized and written by Nitesh Tiwari who never ceases to surprise us with his simplicity in translating an insight-led campaign into a thought-provoking visual treat.” Tiwari also explains the insight behind the campaign and his expectations from it thus: “Each year, I look forward to working on KBC like it’s my first. This year, we have approached the campaign a tad differently. We have tried to bring back humour in the narrative so that the key insight registers with more impact.”
Commenting on the campaign, Aman Srivastava, Head - Marketing at Sony Entertainment Television, says, “KBC is not just a show; it is a part of people’s lives. Each year, our campaign reflects this sentiment. This year’s theme of ‘Vishwaas Hai toh Khade Raho… Adey Raho’ reinstates and encourages people to believe in themselves and their aspirations, regardless of the societal norms. The campaign is conceptualized and written by Nitesh Tiwari who never ceases to surprise us with his simplicity in translating an insight-led campaign into a thought-provoking visual treat.” Tiwari also explains the insight behind the campaign and his expectations from it thus: “Each year, I look forward to working on KBC like it’s my first. This year, we have approached the campaign a tad differently. We have tried to bring back humour in the narrative so that the key insight registers with more impact.”
