GECs
DirecTV rolls out ‘KBC’ campaign targeted at South Asia
MUMBAI: DirecTV’s South Asian advertising agency Elephant Advertising, a wholly owned subsidiary of CineMaya Media Group, has unveiled a multi-media KBC advertising campaign across print, television, direct mail and outdoor media to promote the Indian version of “Who Wants to be a Millionaire” on DirecTV’s Star India Plus channel.
“The magnetic power of Shah Rukh Khan’s smile touches the hearts of a billion plus around the world. It’s no secret Khan’s biggest fan following is the South Asian community,” stated CineMaya Media Group president Nayan Padrai.
“It’s not everyday you drive down the NJ Turnpike and see a face that you would normally see on the Bollywood silver screen smiling down at you. We hope every Bollywood fan who sees this campaign will feel a little closer to home.”
Elephant Advertising’s marketing campaign for DirecTV promises not only reach consumers through traditional South Asian media, but also through touch points within their daily lives.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
