Leo Burnett creates campaign for KBC 5

Leo Burnett has created the launch campaign for Kaun Banega Crorepati 2011. After using the thought ‘Koi bhi sawaal chota nahin hota’ for Kaun Banega Crorepati’s fourth season, for the fifth season, KBC tells it viewers, ‘Koi bhi insaan chota nahi hota’. The campaign consists of five TVCs, the first of which went Live on YouTube on 15 June, 2011.

The show will go on air either in August or September and will continue to be hosted by Amitabh Bachchan.

Watch the TVC (story continues below)

The first TVC in the campaign shows Shuklaji, a worker in a government run organistation, catching his seniors in office, while they were taking bribes. Shocked by this, he urges them to stop the activity threatening them that he'll inform people about their malpractices. Instead of getting worried about this, his seniors warn him that he'll end up losing his job if he informs people about that. With the pressure of a bank loan on his head, Shuklaji decides to keep his job and not tell people about it, until he makes it to Kaun Banega Crorepati. Here, he tells Amitabh Bachchan of his plans of spilling out all the information he had about his seniors taking bribes in office. The film ends with Bachchan saying, 'Koi Bhi Insaan Chhota Nahi Hota' , proving that Shuklaji, has made it big.

Commenting on the campaign, Danish Khan, senior vice president and marketing head, Sony Entertainment Television, said, “This year the challenge was to take the campaign and the thinking forward and build upon the hugely successful KBC campaign of 2010 - ‘Koi Bhi Sawaal Chota Nahin Hota’. This year also the campaign retains that distinct KBC flavor, while we take the thought forward. The thought “Koi Bhi Insaan Chota nahin Hota” – is rooted in yet another popular belief of our society that ‘everybody inherently has capability to achieve something extra ordinary’. Hence don’t underestimate anybody – a right platform and a good knowledge can transform life - KBC is that platform.”

Anup Vishwanathan, business head, Leo Burnett for SET’s account, said “Last year’s campaign celebrated ‘knowledge’ and since the thought that ‘koi bhi gyaan vyaarth nahin hota” (no Knowledge ever goes waste) and truly ‘knowledge is the passport to a better life’ is rooted deep in our collective psyche – hence ‘Koi Bhi Sawaal Chota Nahin Hota’ was relatable to people across and received a lot of appreciation, awards, popularity and ratings. The campaign created a unique grammar for brand KBC – insightful message delivered in a punchy popular entertainment format to be consumed by people from across social spectrum.”

Chrome Pictures is the production house used to build the campaign.

Credits

Agency: Leo Burnett Mumbai
Executive creative director: Nitesh Tiwari
Creative director: Ashwiny Iyer
Copywriters: Shreyas Jain, Nikhil Mehrotra, Peeyush Gupta, Abhishek Sinha and Priyanka Patyal
Art director: Ramesh Mangisetti and Prasad Patil
Business head: Anup Vishwanathan
Brand director: Anupriya Shetty
Brand associate: Sulakshana Ray
Production House: Chrome Pictures
Director: Amit Sharma

Sony Entertainment Television

Senior vice president, marketing: Danish Khan  
Asst. vice president, marketing: Suma Nair  
Asst. manager, marketing: Divya Morparia