MAM
How KBC campaigns ensure focus stays on the common man
MUMBAI: Ever since 2000 when Kaun Banega Crorepati (KBC) first launched, the show has captivated millions not just through its quiz format but also innovative campaigns. The ads are socially relevant yet never boring.
This year, KBC has come up with another endearing campaign titled #KabTakRokoge. “This year we thought that we can stand, support and attribute our viewers and so we came up with #KabTakRokoge campaign. The campaign beautifully 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?” says Nitesh Tiwari who has created and conceptualised all the brand films for the show since Sony began telecasting the hugely popular show.
The first brand film of this season was launched on Facebook on 23 July and has garnered 746K views till date. Viewers can play the KBC game online, win passes to visit the KBC studio and engage with interactive social applications.
“KBC is a very famous game show. Every year people have loved the game show and have connected with the campaign and came to play the game. This year as well, I want my audience to watch the campaign, get connected to it and come and play the game and make it as famous as they have made KBC in the earlier seasons,” says Dangal director.
All campaigns bear in mind the show’s legacy. The ads appeal to people because they are based on biases encountered in real life, with the victim coming out on top in the end. The show has never relied on a celebrity for any of its campaigns because it is a common man’s game.
Tiwari has been associated with KBC for eight years. The former chief creative officer of Leo Burnett India has directed many ad films, a few being Flipkart, DHFL Home Loans and Star HD. He has written and directed many feature films like Dangal and Chillar Party, but, working for KBC has been more fun as it gave him a chance to work with his childhood idol.
“I am blessed to work with such a big person. I have been admiring him since childhood. It was through KBC that I met Amitabh Bachchan. So, KBC will always remain special to me,” he says.
When Bachchan saw a decline in movies in the 1990s, it was KBC that gave him a boost by bringing him close to millions of Indians by becoming the host. When KBC was launched in 2000 on Star Plus, the show not only changed the fate of reality television, but also helped the broadcaster move up the ratings chart. A decade later, the show ratings started to dwindle and it moved hands to Sony.
The launch campaign on Star was ‘Nau Baj Gaye Kya?’ and when the switch happened, Sony showed that ‘Koi Bhi Sawaal Chota Nahi Hota’ highlighting the thought that knowledge never goes to waste.
Over the years, the campaigns have tried to touch important issues, revolving around the quest for knowledge. From preachy to humorous to inspiring societal changes, the ads have touched them all.
The last season of the 18-year-old show ruled the rating charts throughout its run and broke all previous records. According to Broadcast Audience Research Council, India, in week 35 of season nine, (26 August to 1 September 2017), KBC was at the second position among the top-watched shows in India.
The ninth season of KBC (2017) witnessed the ‘Jawab Dene Ka Waqt Aa Gaya Hai’ campaign, showing that knowledge is a great leveller in life. The campaign depicted various situations where individuals are bogged down by difficult questions of life. Through the campaign, KBC tried to change people’s destiny with the power of knowledge.
Season eight saw the campaign Yahan Sirf Paise Nahi, Dil Bhi Jeete Jate Hain by focusing on the country’s diversity. Rewind back to season three when Shah Rukh Khan took over, the show said ‘koi bhi sawal chota nahi hota’ which was followed by ‘koi bhi insan chota nahi hota’. In 2013, the show changed its core thought towards knowledge by saying ‘seekhna bandh to jeetna bandh’ which was preceded by ‘gyaan hi apko aapka haq dilate hain’ in 2012.
Given the strong legacy that KBC has created over two decades, it surely is a task for creative heads to keep coming up with innovative and engaging ways to get the audience hooked.
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
