The challenge was making it look authentic: Nitesh Tiwari on KBC campaign
Tiwari who has been associated with the campaign from the beginning, spoke about the overarching thought behind the campaign, working with the brand over years and more
Talk about one of the first big reality shows that got the entire nation riveted and the mention of ‘KBC’ is sure to pop up. The show with Bollywood superstar Amitabh Bachchan has over the years revived not just the fortunes of the channels, but also the brands associated with it. No wonder that there is a lot of residual, positive equity and high recall with KBC. That said, a huge share goes to the captivating marketing campaigns by the brand. Its advertising journey in itself has been iconic.
Starting from Nau Baj Gaye Kya, Koi Bhi Sawaal Chota Nahi Hota to Koi Bhi Insaan Chota Nahi Hota, the beautiful transition, the campaign tonality and potentiality to grab audience attention, these campaigns have their own legacy. Conceptualised and written by Dangal director Nitesh Tiwari and Nikhil Mehrotra, in its 10th season, the show is celebrating the spirit of resilience.
Sony Entertainment Television has unveiled the theme for this year’s KBC campaign as Kab Tak Rokoge. The campaign beautifully highlights three relatable stories, and how we often face situations in life which tend to deter us from achieving our goals.
Tiwari who has been associated with the campaign right from the first season that aired on Sony shared with exchange4media the overarching thought behind the campaign, working with the brand over years and more.
He said that the brand has always granted the creative team the luxury of time which has been the best aspect about working with them. “We’re lucky to have a client who believes in giving enough time to the creative people,” said Tiwari.
“We were told way in advance that whenever you are excited about what will be a good idea for KBC, we will meet and discuss,” he shared.
The director opened up that given how engaging KBC campaigns have been, they did feel the pressures to match up to the expectations of their earlier campaign’ Koi bhi sawaal chota nahi hota.’ “We’ve kept ourselves on our toes to match the expectations and reputation that the show has. It has been very challenging to come up with something that matches the stature of KBC as a show. We struggle to come up with something that can become popular,” revealed Tiwari.
While KBC has always ventured within stuff which is relevant to the brand like knowledge, the social equation within the society and stuff that the viewers will relate to, we asked Tiwari what was the overarching thought behind the recent proposition. “This year, the conscious call that we took is that KBC can also afford to stand for an attitude which is relevant to KBC because it has been an iconic brand in itself and is no longer just a game-show. KBC can stand for a philosophy so we have given it a philosophy. It represents an attitude that it stands for and this was the reason behind going with Kab tak rokoge,” he let out.
On the challenges faced while execution, Tiwari said, “Writing is one bit of the challenge. And then there is the execution. The challenge in the execution was around making it look authentic It’s also always essential for us to play special attention to casting and locations which we did for this one."
Facebook link: https://www.facebook.com/sonytelevision/videos/1914772111878876/
Starting from Nau Baj Gaye Kya, Koi Bhi Sawaal Chota Nahi Hota to Koi Bhi Insaan Chota Nahi Hota, the beautiful transition, the campaign tonality and potentiality to grab audience attention, these campaigns have their own legacy. Conceptualised and written by Dangal director Nitesh Tiwari and Nikhil Mehrotra, in its 10th season, the show is celebrating the spirit of resilience.
Sony Entertainment Television has unveiled the theme for this year’s KBC campaign as Kab Tak Rokoge. The campaign beautifully highlights three relatable stories, and how we often face situations in life which tend to deter us from achieving our goals.
Tiwari who has been associated with the campaign right from the first season that aired on Sony shared with exchange4media the overarching thought behind the campaign, working with the brand over years and more.
He said that the brand has always granted the creative team the luxury of time which has been the best aspect about working with them. “We’re lucky to have a client who believes in giving enough time to the creative people,” said Tiwari.
“We were told way in advance that whenever you are excited about what will be a good idea for KBC, we will meet and discuss,” he shared.
The director opened up that given how engaging KBC campaigns have been, they did feel the pressures to match up to the expectations of their earlier campaign’ Koi bhi sawaal chota nahi hota.’ “We’ve kept ourselves on our toes to match the expectations and reputation that the show has. It has been very challenging to come up with something that matches the stature of KBC as a show. We struggle to come up with something that can become popular,” revealed Tiwari.
While KBC has always ventured within stuff which is relevant to the brand like knowledge, the social equation within the society and stuff that the viewers will relate to, we asked Tiwari what was the overarching thought behind the recent proposition. “This year, the conscious call that we took is that KBC can also afford to stand for an attitude which is relevant to KBC because it has been an iconic brand in itself and is no longer just a game-show. KBC can stand for a philosophy so we have given it a philosophy. It represents an attitude that it stands for and this was the reason behind going with Kab tak rokoge,” he let out.
On the challenges faced while execution, Tiwari said, “Writing is one bit of the challenge. And then there is the execution. The challenge in the execution was around making it look authentic It’s also always essential for us to play special attention to casting and locations which we did for this one."
Facebook link: https://www.facebook.com/sonytelevision/videos/1914772111878876/
