Indiantelevision.com Team

(18 Decemeber 2006 5:00 pm)

MUMBAI: As a build up to the climax that will finally reveal the much awaited fresh season of Kaun Banega Crorepati (KBC), Star has hit the ground running with teaser promos across its network.

The first wave of the campaign highlights the core proposition 'Kuchh Sawaal Zindagi Badal Sakte Hain' emphazing that a question can spark of a fortune that could turn ones life around!

Presently, three television promotions have been unveiled to invite participation on the show. Speaking to the creative minds behind it, O&M group creative director Sagar Mahabaleshwar said that the basic genesis of the campaign runs along the DNA of the show which revolves around 'curiosity'.

Since the natural outcome of 'curiosity' leads to a question, the campaign ties together a series of historical events by which man has been driven by curiosity to develop mighty innovations. Similarly, the promo evokes viewers by asking 'Aapki Zindagi Kis Sawaal Se Badlegi' (which question can change your life).

A rather unusual approach, on first seeing the ad one would never associate it with KBC until the logo appears at the end. Running along three separate themes, the first features Mahatma Gandhi who questions colonial rule in India, a thought that ultimately provoked the fight for Independence.

The other showcases man's yearning to have bird-like attributes, a question that led to the invention of the aeroplane. While the third incorporates humour and looks at how the need to preserve life's cherished moments gave birth to the invention of the camera. However, the same stream of thought that emphasizes the supposed 'life changing question' is used to entice viewers.

Likewise, three more promos are slated to come on air in the next week, while the roll out for the main campaign, that will feature host Shah Rukh Khan, will be unveiled by the end of the month, says Mahabaleshwar. The team working on the campaign includes Vivek Kakkar and Nitin Pradhan.

As expected, the channel is looking to use multiple mediums as part of their marketing campaign and apart from the standard outdoor, print, radio advertising, they will also explore the internet, mobile and on ground activity.

The first teaser promo was unveiled on Star Plus on 15 December at 8.30 pm during Kasauti Zindagi Ki. The first question calling for participation on the maiden episode of KBC will be announced on 22 December at 8 pm and will run till 7 pm the next day. Following which the phone lines will be opened up. Star Plus will announce a new question daily.