Campaign: Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai
Brand : KBC
Company: Sony Entertainment Television
Agency: Leo Burnett
The Campaign
The first ad opens on a race where a little boy Bhikan is the first to reach the finishing line but is relegated to the third position because the rich man?s son is awarded the first prize. In the next shot Bhikan, now a young man, studies hard for his exams only to see the teacher helping the son of the school trustee in his exams even as Bhikan is not acknowledged for his intelligence and hard work. He does not even get a seat in the train and when he goes for a job interview, his application is rejected. Bhikan understands that power lies with one who is rich and famous. Next we see Bhikan on the sets of KBC, where he has just won Rs 50 lakh without using any lifeline and his father is overjoyed. The ad ends with KBC anchor Amitabh Bachchan saying, ?Ek din baap ka naam bhi kaam nai aata, sirf gyaan hi aapko aapka hak dilata hai? (A day comes when even your dad?s name can?t help you, only knowledge has the power to protect your rights).
The second promo shows small-town Bhaskar who struggles to speak in English. He is ridiculed by his classmates for not being able to speak in English. Girls ignore him for his poor communication skills and when he goes for an audition, he is rejected for not being able to speak English fluently. The film then shows Bhaskar on the sets of KBC, where he wins Rs 50 lakh without knowing English. The ad ends with Amitabh Bachchan saying, ?Bhasha-Bhasha mein antar choo- mantar ho jata hai, sirf gyaan hi aapko aapka hak dilata hai? (In what language you speak does not matter when knowledge is by your side to get you your rights).
Two more ads in this campaign were yet to be released when this review was done.
Our Take:
Sony Entertainment Television has this year come out with a new campaign ?Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai? with the power of knowledge as the central theme in the run-up to the forthcoming season of its hit reality game show Kaun Banega Crorepati. This year?s KBC campaign celebrates the power of knowledge ? a great leveller in our society, which can overcome various biases of gender, lineage and language that our country is plagued with. The campaign comprises four films, each with a distinct story talking about these biases.
A promo for a reality show such as KBC gets a narrow window to make its impact. Therefore, it has to be emphatic enough to draw in the audiences without losing any time. This campaign, through the storylines, is able to reach out to its core audience ? the common man who wants one chance to change his destiny, and is thereby able to capture the core value of the show and the channel.
Sony has churned out successful KBC campaigns earlier such as ?Koi bhi sawaal chhota nahi hota?, where the idea was to promote the thought that no question is small or stupid and last year?s campaign ?Koi bhi insaan chhota nahi hota? built on the insight that when given the right opportunity, everybody is capable of achieving the best. This season?s campaign continues with that as it shows the hard-working, non-pretentious small-town boy overcoming adversity. The aam aadmi (common man) premise in the two films certainly has a deep connect with the Indian audience, especially in the hinterland. The problems that the characters face are universal and evident in every section of the society. The insight that knowledge can overcome all barriers is very powerful. The shift in the positioning from a show which was all about the excitement and the chance to rub shoulders with Big B to a show where even the underdog can win has helped in bringing the brand closer to the common man. What is interesting that the aam aadmi is not disheartened by the obstacles, but remains optimistic and confident of his ability to come up trumps. Kudos to the team for the one-liners in the ads, especially in the ?English medium? ad.
RATINGS: ***
