Leo Burnett Mumbai creates a new campaign for Who Wants to be a Millionaire
India’s favourite game show, Kaun Banega Crorepati (Who wants to be a Millionaire) is back on television. Amidst much anticipation, Sony Entertainment Television unveiled the thematic advertising campaign for Kaun Banega Crorepati during the Indian Idol Grand Finale a few days ago.
The new ad campaign was created by Leo Burnett, Mumbai and the first phase of the campaign started with teasers highlighting Mr. Bachchan’s return to Who wants to be a Millionaire and the fact that the show will now be on Sony Entertainment Television.
This was followed by the call for auditions, giving people information about the show and how they can participate.
The second phase was showcased by Big B on Indian Idol Grand Finale where the new theme films created by Leo Burnett were unveiled. Each ad tells a story of a character who once ignored a question and that question comes back to haunt him on the hot seat in Kaun Banega Crorepati. Mr. Bachchan then reminds the audience to be wise and to never underestimate a question!
Danish Khan, Vice President and Head Marketing SONY Entertainment Television said, “The consumers have seen and experienced Kaun Banega Crorepati – the iconic host, the prize money and the game itself. Thus our brief to Leo Burnett was very simple – to bring the romance back to Kaun Banega Crorepati. To entertain and enthuse the entire family to come together to watch and play the game while delivering on the show’s core proposition of combining knowledge with entertainment”.
Executive Creative Director Nitesh Tiwari added, “For the theme commercials, we knew we didn’t need to educate people about Kaun Banega Crorepati, so we opted for a rather interesting approach. Mr. Bachchan has always come across as someone who values knowledge. Thus, we used this human truth with a creative twist and focused our communication on – Koi sawal chota nahi (Do not underestimate any question). Our theme films bring this adage out with a touch of humour!”
Credits – National CD: K.V. Sridhar (Pops). ECDs: Nitesh Tiwari, Kapil Mishra. CD: Ashwiny Iyer. Copywriters: Shreyas Jain, Nikhil Mehrotra, Piyush Gupta, Ripanka Kalita, Abhishek Sinha, Pranjal Choudhary. Art Directors: Pushkar Shintre, Naresh Dhondi, Prasad Patil. Client Servicing Team – Vice President: Anup Vishwanatha. Brand Services Director: Anupriya Shetty. Brand Associates: Sulakshana Ray, Madhuparna Das. Films Team – National Film Head: Kevin Affonso. Sr. Films Executive: Manoj Pillai. Production House: Chrome Pictures. Director: Amit. Producers: Bhandhari, Prafful Sharma. Sony Entertainment Team – Vice President and Marketing Head, SET: Danish Khan. Assistant Vice President – Marketing , SET: Ramanjot Singh. Senior Managers, Marketing, SET: Suma Nair, Aman Srivastava.