SET unveils campaign theme for KBC S10

MUMBAI: Hindi GEC Sony Entertainment Television’s (SET) campaign theme for its game show ‘Kaun Banega Crorepati’ (KBC) is #KabTakRokoge (How long will you stop).

The channel said that the campaign theme is about the power of knowledge which empowers the common man and woman to achieve what they aspire for, despite insurmountable obstacles. In its 10th season, KBC with its host Amitabh Bachchan will applaud the undying spirit behind every struggle.

Conceptualised and written by Nitesh Tiwari and Nikhil Mehrotra, the campaign highlights three relatable stories with a soul. We often face situations in life that tend to deter us from achieving our goals. Often, we encounter people who discourage our attempts and obstruct our progress. When the odds are against us, one can only stand up to them and ask… #KabTakRokoge? Known for their unique brand of filmmaking, these inspiring films have been directed by Nitesh Tiwari and Ashwiny Iyer Tiwari.

SEn head marketing Aman Srivastava said, “KBC is an Iconic show. Its campaigns in past years have touched and moved millions of Indians. It has won National and International awards and has successfully built anticipation for the show. This year’s theme of ‘Kab Tak Rokoge’ is both inspiring as well as upbeat and reflects Indian society’s prevalent “Can Do, Will Do” attitude. Nitesh Tewari has always created magic with KBC campaigns and this year again, he continues to weave the same magic with relevant insight captured with great cinematic impact. This time around, we also have Ashwiny Iyer Tiwari who will direct a film for the campaign.”

Writer-director Nitesh Tiwari said, “Sony and KBC hold a special place in my heart. I am always excited to do a KBC campaign. This year’s campaign is extremely relevant, and I hope the Indian audience will like the campaign and make KBC a big success.”

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