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KBC changed greed to need

Source : BUSINESS_STANDARD
Last Updated: Sun, Jan 08, 2012 20:43 hrs

It is often said that although reaching up to a peak is difficult but to stay there is even more challenging. The story of Kaun Banega Crorepati goes along similar lines and encapsulates the show's meteoric rise to popularity in the year of its launch, its fall in the subsequent editions and its resurgence in the current one. KBC started afresh in its latest edition with a fresh insight and exemplifying creativity that betters content. The result was for everyone to see. The show last year touched millions of viewers and created empathy for participants, single-handedly taking the channel (Sony) from the fifth position to the second in TRPs. But how did this happen? Was it due to the magic of Amitabh Bachchan or was it the marketing skills of the channel? Or did they stumble upon an unknown magical equation?

Well, if you were to ask me, it was all of the above. As we in advertising, always believe that a potent insight can create empathy for the brand and the target consumption, in case of KBC, a consumer insight went on to dictate the content of the show and influence its viewers. The insight-Koi bhi insaan chota nahi hota, influenced the content of the show and Sony managed to orchestrate this very insight into the content, creating background stories for its contestants and making people want the contestants to win understanding the need of the people. It proved that small town India is intelligent and looking for opportunities to prove itself.

While the previous editions witnessed majority of people showing interest in the show for the greed of the prize money, what the latest edition has done is that it has shifted this money greed motive to money need. Needy people were seen in great numbers this time unlike before. Credit goes to the channel and host Amitabh Bachchan who underwent an alteration in role, thereby allowing the contestants to be bigger heroes than him.

This kind of creative power coming out of agencies might change the way people demand creativity out of business. Led by a veracious insight and fueled by fresh creativity that transformed the content of KBC, the show soared back into the popularity meter and regained its position as well as the high standards it had set in its first edition.

(The author is National Creative Director, Leo Burnett)




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