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The third phase will delve into the logistics and detailed mechanisms
of how one can participate in the show with the Chaudhary Makhan
Singh TVC. "The initial entry process for KBC2 is different
from what it was for KBC. Last time round, viewers got the
question that would qualify them to participate in KBC, via the
phone. This time however, the entry level question will be flashed
on Star Plus during prime time and viewers can answer via SMS,"
says Vidyasagar.
Next, the viewers will be educated on how to participate in the
show via the telephone. While these promos will run in May and June,
the concluding part of the campaign - the 'Tune In' phase - comprising
three TVCs and 10 countdown films - will be rolled out in July,
informs Vidyasagar.
All in all, 11 different TVCs featuring the Big B will be rolled
out in the coming months before the show goes on air. Two TVCs in
the first phase, four TVCs in the second phase, one TVC each for
the third and fourth phases and three TVCs in the concluding phase
of the campaign is what's in store.
Talking about the KBC2 campaign, O&M business director
Meenakshi Bhalla says, "While thinking on the theme of the
campaign, what we came across was that KBC was a realization of
every Indian's dreams. The campaign rests on 'umeed' (hope), which
is what drives the viewers. KBC has a lot of equity in the
market, the question in front of us was how to encash that equity."
While print, outdoor, Internet campaigns and direct marketing will
be rolled out in a few weeks, the ground activation will start only
in July, informs Vidyasagar.
Also read:
'KBC II'
expected to rake in Rs 2.5 billion+ from ad sales
Star
takes ad rates to new highs for 'KBC 2'
Pre-KBC, Star Plus starts
weekend slot facelift
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The
ad campaign, primarily television centric, will be rolled out in five
phases, the first of which began on 16 May. Star India senior vice
president marketing and communications Ajay Vidyasagar says, "The
first phase of the campaign will urge viewers to participate in KBC2
with the promise that in return what they will get will be 'Umeed
Se Dugna' (Double of what one hoped for)." This directly implies
the doubled prize money of Rs 20 million and also hints subtly at
the hopes people have of meeting Amitabh Bachchan, appearing on television
and the fame attached to it. This phase will also create hype on the
return of KBC. 