SET unveils marketing campaign for KBC S-11

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MUMBAI: Hindi GEC Sony Entertainment Television (SET) has launched the marketing campaign for the 11th season of Kaun Banega Crorepati (KBC). The theme of the marketing campaign this year is #AdeyRaho.

Conceptualised, written and directed by Nitesh Tiwari, this year’s campaign brings forth situations that are extremely relatable and thought-provoking, with a tinge of humour.

With KBC on the anvil, the iconic name synonymous with the show – Amitabh Bachchan is also gearing up to welcome and applaud contestants from across the country who will showcase the power of their knowledge.

SET Head – Marketing Aman Srivastava said, “KBC is not just a show – it’s a part of people’s lives. Each year, our campaign reflects this sentiment. This year’s theme of ‘Vishwaas Hai Toh Khade Raho…Adey Raho’ reinstates and encourages people to believe in themselves and their aspirations regardless of the societal norms. The campaign is conceptualized and written by Nitesh Tiwari who never ceases to surprise us with his simplicity in translating an insight-led campaign into a thought-provoking visual treat.”

Writer-Director Nitesh Tiwari stated, “Each year, I look forward to working on KBC like it’s my first and I am happy that Sony accords such trust. This year, we have approached the campaign a tad differently. We have tried to bring back humour in the narrative so that the key insight registers with more impact. The stimuli here is internal, that braves the external. I am sure people will relate to the campaign and appreciate it.”

The registration for KBC season 11 commenced from 1st May.


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