Debrief: KBC: The power of knowledge

09 Aug,2012

By Anil Thakraney

 

Well, yet another season of Kaun Banega Crorepati is on the way. And the ad campaign has already gotten underway. I have always believed that for an old and established show like the KBC, the advertising needs to be really fresh and exciting to generate viewer interest. Especially so, because all things are likely to remain constant with the show’s format, including the host.

 

This time the ad positioning is ‘Gyaan’. KBC promotes the show on the contestant’s knowledge skills. And on how it serves as the great leveller in life. While the idea doesn’t excite me much – it’s much too close to the previous ‘Koi bhi insaan chhota nahin hota’ – the execution of the new ads shines, and the script is very well written. There are many commercials on air, I watched the one featuring a vernacular lad called Bhaskar, who keeps getting dissed by friends and foes alike for his poor English speaking skills. And of course the girls avoid him as if the chap suffers from deadly measles. The TVC ends with Bhaskar winning 50 lakh rupees on the show, purely on the strength of his general knowledge. And haanji, he goes one-up on all those people who had trashed him all his life.

 

[youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=dNGT4mQE92I[/youtube]

This campaign will work. Because it’s rooted in desi culture, it features situations that are relevant to the lives of those who live in the heartland of India. And indeed these are the folks who form the bulk of KBC’s viewers. In that sense, the campaign is highly focussed and will score big on empathy.

 

I applaud the ad agency for lifting what is actually a very generic and obvious concept with cool advertising and witty writing.

 

Rating: (On a scale of 1 to 5): 3.5 Focussed and funny.

 

 

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One response to “Debrief: KBC: The power of knowledge”

  1. Himanshu says:

    I liked the ad…and specially the part when Bhaskar answers ‘roof’ on being asked wassup? That moment was the clincher when I committed myself to see the show.

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