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Tag: Kaun Banega Crorepati

  • The channel has secured the production and broadcast rights from format owner Sony Pictures Television and has partnered with Big Synergy to produce it for Marathi viewers

    KBC is ‘Kon Hoeel Marathi Crorepati’ on ETV Marathi

    By A Correspondent

     

    ETV Marathi has announced the launch of ‘Kon Hoeel Marathi Crorepati’ – a regional version of Who Wants to be a Millionaire, best known in India as Kaun Banega Crorepati. The channel has secured the production and broadcast rights from format owner Sony Pictures Television and has partnered with Big Synergy to produce it for Marathi viewers.

     

    Kon Hoeel Marathi Crorepati, set to go on air in summer 2013, is dedicated to the Marathi Manoos who are educated and up-to-date on the latest happenings in India and the world. The show draws inspiration from Kaun Banega Crorepati and stands for power of knowledge and education. It will offer the opportunity for every Marathi-speaking person to exercise their vast knowledge and possibly change their destiny through their participation in what has been called the most successful game show ever.

     

    Speaking on the show, Amit Phalke – Non Fiction Head, ETV Marathi said, “I am delighted to announce Kon Hoeel Marathi Crorepati, the world’s most popular format show, especially for Marathi Manoos. The show is a game changer, as it goes beyond the realm of entertainment and enters into a space that changes people’s destiny. We invite all Marathi viewers to the biggest and the most powerful game show so that they can put their knowledge to the test and have a fair chance to win the grand prize of rupees one crore.”

     

    Siddhartha Basu

    Siddhartha Basu from Big Synergy further added, saying, “We are very optimistic and excited about our foray into Maharashtra with Kon Hoeel Marathi Crorepati. This is a culturally rich region, with its own history and highly developed literature, and people thirsting to prove themselves – which makes it a fertile ground for this life-changing knowledge game. Having broken ground in the southern and eastern regional markets of India with multilingual productions of ‘Kaun Banega Crorepati’, we are now looking forward to creating the same magic on ETV Marathi.”

     

  • KBC appears to be India's only hope and home for the common men and women to try their luck and up their bank balance a bit, writes Anil Thakraney

    Anil Thakraney: KBC: Winning desi hearts

    By Anil Thakraney

     

    Everyone is surprised by the massive success of Kaun Banega Crorepati, which is now in its sixth season. I have a simple explanation: The Congress leaders said their party is with the aam aadmi, and they won the election in 2009 on that promise. Well, scams-ridden Soniaji & Co totally let the aam aadmi down, and the junta had nowhere else to go. Enter KBC. India’s only hope and home for the common men and women… to try their luck and up their bank balance a bit.

     

    KBC 6 opened to a rating of a staggering 6+ points (though NDTV will have doubts over these figures, hehe), and is now hovering at around 5. These ratings are actually spectacular, given the competitive scenario in the GECs segment, and also considering that this is an old show. Well, what’s happened is that KBC has become a truly desi gig, much like cricket, and it’s difficult to imagine that the format was created in another country. The Indian masses have made it their own… folks gather together to watch it, much as they would congregate at the village mela or at the ration shop in the cities. And Bachchan’s easy connect with the masses has made this very possible. He is like the adorable sarpanch of the village, the good headmen people like and trust.

     

    I watched a few episodes of KBC 6, and must say it’s packed with sponsors and advertisers. This is the only confusing aspect in my mind. Because I suspect the big-city upper and middle classes have lost interest in the show, and it’s the lower middle class and people from small towns and villages who provide the viewership numbers. So while the TRP figures are high, they aren’t coming from the rich urban middle class. Does that not put off most advertisers? I would imagine it would. So then why are they paying for the show? The only explanation is that perhaps the advertisers have found a single, convenient medium in KBC to reach out to India’s heartland. And this explains KBC’s commercial success as well.

     

    So, good show on all counts. However, the sad reality remains: The aam aadmi has to look to a TV serial for succour, having been failed by the political class.

     

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    PS: Brilliant example of how to use a celeb in advertising. Acer Ultrabook exposes the hidden passion of the macho ’24’ television series star, Kiefer Sutherland. And that passion happens to be cupcakes! What I like about the treatment is that the ad exploits the star’s famous persona, and yet delivers a surprising solution. Cool!

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5zemXwxg8Og[/youtube]

     

     

  • The latest season of KBC is expected to commence by the end of August or beginning September with nearly 52 episodes and duration of 1.5 hours

    Sony rolls out 360-deg campaign for KBC’s Sept launch

    By A Correspondent

     

    Kaun Banega Crorepati is back, and with the tagline – ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’. This year’s theme revolves around the power of knowledge. The campaign which has been conceptualized by Leo Burnett will have four TVCs, each of which have a different story to tell. Two of the commercials are already on air, the second TVC was aired on July 26, the third TVC will be aired by next week and the fourth TVC will be aired around August 10.

     

    This year’s campaign is said to be an extension of KBC’s previous two seasons, namely, ‘Koi Bhi Sawaal Chhota Nahi Hota’ and ‘Koi Bhi Insaan Chhota Nahin Hota’. The idea is about giving the audience a hope irrespective of their circumstances and the discrimination they faced, and that through KBC they will be able to get their due.

     

    A 360 degree campaign will be rolled out wherein nearly 40 per cent of the marketing budget would be skewed towards cinema and television; 30 per cent will be spent on Out-of-Home and Print campaigns and the remaining 30 per cent will be spent on Digital, Radio and other BTL activities.

     

    Following the television commercials, by mid-August, digital and other media campaigns will also be aired. The details of the campaigns were not known at the time of filing the report; however it is learnt that Sony wants to create a different user experience for the online users through its digital campaigns.

     

    While the execution of the digital campaign is said to be completely different from television commercials, the story and the theme of the campaign will continue to be the same across media vehicles. OOH campaign for KBC also promises to be highly innovative and engaging to the audience. WhileMedia Circleis the OOH creative agency, Leo Burnett is the creative agency and OMD is the media agency for Sony Entertainment Television.

     

    The latest season of KBC is expected to commence by the end of August or beginning September with nearly 52 episodes and duration of 1.5 hours. In addition to this, KBC 2012 is said to have witnessed a record 1.5 crore registration in the phase I of the campaign as compared to 46 lakh registrations last year. In fact, last season KBC is said to have received an average TVR of 4.8 per cent. Cadbury is the presenting sponsor of KBC 2012, powered by Idea.

     

    Danish Khan, Senior Vice President and Marketing Head, SET said: “This year’s KBC campaign celebrates the power of knowledge. Our brief to Leo Burnett was to bring this thought alive with real people in real context. The campaign’s philosophy is a common man’s philosophy and is relevant to today’sIndia. The campaign thought captures the value of the show. We aim to reach out to a larger set of audience and provide common man a unique chance to change his destiny.”

     

    Nitesh Tiwari, National Creative Resource, Leo Burnett, Mumbai said: “Having done two successful campaigns in the past – ‘Koi Bhi Sawaal Chhota Nahi Hota’ and ‘Koi Bhi Insaan Chhota Nahin Hota’, it wasn’t an easy task for me and my team to come up with something equally interesting, if not better.  The thought is delivered in its characteristic style, will pan out with four films each with a distinct story talking about the biases of gender, lineage and language, showcasing different characters and their situations in life that will engage, entertain and bring alive the core thought of this season.”

     

    Mr Anup Vishwanathan, Executive Vice President, Leo Burnett, Mumbai said: “The KBC campaign identifies with the hope that people have in them. And that’s the factor we wanted to leverage in our campaign. This also in sync with brand SET that is all about positive emotions.”

     

     

  • Actor Suriya is putting his weight behind the show too, and with a combination of media being used to promote it, it’s all systems go for Neengalam Vellalam Oru Kodi which launches on Monday

    Tamil KBC ropes in both national and local advertisers

    By A Correspondent

     

    Dubbed as the biggest property of the Tamil television industry, Neengalam Vellalam Oru Kodi, or Kaun Banega Crorepati in its Tamil avatar, has closed deal with both leading national and local players who will be featured on the show. Just like KBC 5 which saw several brands riding on its success, its Tamil counterpart too has been successful in roping in brands on the show. While the show is being presented by Sunfeast, it is powered by Cadbury Dairy Milk and associate sponsors include 7UP, Tata Docomo, Nano 2012, Muthoot Fincorp, UniverCell (retail), Nathella Jewellery (retail), Aachi Masala (retail) and Arun Excello (retail). In total 10 brands are already on the show and the few that are left on the inventory are expected to close by the time the show goes on air on February 27.

     

    K Sriram, General Manager, Vijay TV said, “There has been brilliant response to the show as advertisers see value in this property and have seen its success from other parts of the world. On KBC Tamil one can see a good mix of national advertisers along with local retail players. We have ensured exclusivity in terms of category for our advertisers, hence giving them maximum visibility without conflict. There is a tremendous buzz around the show which has been aptly created with a 360-degree marketing campaign with some unique use of media.”

    It is learnt that around 200 OOH options have been engaged for the show. R Balachandran, Senior VP, Vijay TV, shared details: “We have used a combination of media including bus shelters, bus backs, hoardings, mobile hoardings, shared auto, cinema posters among others. The innovative bit is our use of shared autos that have become quite popular in Chennai and this is probably the first time this medium is used, especially because these autos are used by the middle and lower middle class who form a huge part of our TG. Also we have used an entire local train with KBC branding.”

    Besides there is an attempt to create a larger than life image for KBC with false jacket, full page advertising and being present on digital platform including Facebook, YouTube and other prominent websites. The Hindu and Dinathanthi have been used in print. Also there are spots running on Vijay TV to engage viewers. Radio spots are used too. Not to forget that host Suriya has pulled all stops to give his full attention to the show and be more than just its host.

    In all the marketing budget for the show would be around Rs 8 crore, and with all the efforts, Vijay TV is confident that this will be a profitable venture right from the word go though Mr Sriram was unwilling to quantify how much this show would contribute in their growth. On the back of this show, three new fictions are planned which will be launched in March, April and May respectively.

    “Most importantly KBC Tamil has been a learning experience in how to create a sustainable campaign which was started in December and will continue till the show is on,” concluded Mr Sriram.

    The show will be aired Monday-Thursday at 8 pm.

    Also read:

    Star’s Vijay TV hopes to win big with Tamil KBC, nets superstar Suriya as host:

    http://www.mxmindia.com/2011/12/vijay-tv-banks-on-kbc-for-growth/

  • Neengalum Vellalam Oru Kodi, hosted by actor Suriya, launches on February 27 at 8pm on Vijay TV, and will be shown Monday to Thursday.

    Tamil KBC begins on Feb 27

    By A Correspondent

     

    A game show that has been played across 116 countries in 83 languages in the past 13 years, the ‘Who Wants to be a Millionaire?’ format is being brought to Tamil audiences by Vijay TV and Big Synergy, in the form of ‘Sunfeast presents Neengalam Vellalam Oru Kodi powered by Cadbury Dairy Milk’ which hits the small screen on February 27, airing Monday-Thursday at 8 pm.

     

    The show “Neengalam Vellalam Oru Kodi” on Vijay TV will be hosted by actor Suriya, and promises a whopping amount of Rs 1 crore to be won; an amount that can change a common man’s life forever.

     

    Actor Suriya says, “From the moment I walked onto the sets of ‘Who wants to be a millionaire’ I knew that this was more than a mere game show.  In the short span that I have spent on this iconic brand, I can assure you that this show is not only about money but about people, their lives, the relevance of money and different perceptions of it across varied strata of our society.  I thank Vijay TV for having me host this and go through a whole new experience.  We have done our best and now we wait , like any other big movie release, hoping the audience loves the show as much as we joyfully lived every minute of it.”