KBC Bangla sees traction among advertisers

MUMBAI: Overcoming initial hiccups, Viacom18 has managed to rope in 10 sponsors for its ambitious quiz show ‘Ke Hobe Banglar Kotipoti’, the Bengali version of ‘Kaun Banega Crorepati’.

The company has signed up seven sponsors for on-air broadcast on Colors Bangla. Three sponsors have been locked in for the web streaming on video on demand (VoD) platform Voot.

The show premiered on 16 July with only one sponsor Bandhan Bank onboard as a banking partner. The grand finale of the show aired on 31 August.

As the show progressed, the number of sponsors increased. The other on-air sponsors include Cadbury and Ease My Trip (presenting sponsor), Nimyle (powered-by sponsor), Quickheal (branding partner), Vivel (gifting partner for women) and Nakshi (general gifting partner).

On Voot, the three sponsors include Colgate, GoUSA.in, and Colgate Neo.

Rather than selling in a bundle, Viacom18 had sold ad inventory separately for the show on television and digital. The strategy to sell digital separately helped the network to discover the pricing for the property on Voot.

KBC Bangla has returned after a hiatus of seven years. The inaugural season was broadcast on Mahuaa Bangla, which has since shut down.

Produced by Big Synergy Media, the show is hosted by the national-award winner and Bengali cinema’s stalwart Prosenjit Chatterjee.

The show had received tremendous response from cities like Kolkata, Malda, Siliguri, Kharagpur, Durgapur, and Howrah.

KBC Bangla has been promoted through a 360-degree marketing and promotional campaign with touchpoints across on-ground, outdoor, radio, print, cross-channel and digital.

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