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KBC - Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai!

Kaun Banega Crorepati has always highlighted the various social issues and touched the emotional cords of the viewers through its brilliant advertising and marketing campaigns. And the upcoming season of KBC too is based on one such issue that is of discrimination and bias.

After launching award winning campaigns for KBC in the last two seasons ‘Koi Bhi Sawaal Chhota Nahi Hota’ and ‘Koi Bhi Insaan Chhota Nahin Hota’, this year SET brings forth an interesting point of view on the various biases that our country is plagued with. The campaign is conceptualized by Leo Burnett, the creative agency for Sony Entertainment Television.

What is your surname? What does your father do? Where do you stay? Which school did you go to? Are you a south Indian or a north Indian? Are you a vegetarian or a non vegetarian? Such questions have become a filter, reasons for qualification or disqualification and grounds for the rampant discrimination in our society. In this context, it is important to underline the role of ‘Knowledge’ which is perhaps the greatest leveller – a force which can successfully overcome all these biases.

With the power of knowledge as the central theme, Sony Entertainment Television announced yet another path breaking marketing and communication campaign ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ as the communication theme for the upcoming season of the most popular game show on Indian television Kaun Banega Crorepati 2012.

- Dharmishtha Dagia