With this thought, KBC promises a befitting comeback this year 

National, August 29, 2020 (GPN): 2020 as a year, has been etched in everyone’s minds, for all the wrong reasons. Given the pandemic, everyone has faced setbacks. However, it’s for us to decide how to overcome these setbacks and march ahead. The will and determination to move forward comes from within, and this year, the 12^th Season of Kaun Banega Crorepati (KBC) gears up for the most celebrated comeback with the thought – Jo Bhi Ho, Setback Ka Jawaab Comeback Se Do.

Since inception, KBC has been celebrating the human spirit and the never-give-up attitude. Just like KBC, as a show, makes a comeback amidst the current pandemic, the campaign of this season brings forth relatable examples, through humane stories, which inspire and encourage people to make a greater comeback in life. Conceptualized and written by Nitesh Tiwari & Nikhil Mehrotra, the campaign is directed by Nitesh Tiwari, and it touches a raw nerve.

With the season 12 of KBC on the anvil, the iconic brand synonymous with the show – Mr Amitabh Bachchan – is also gearing up to welcome and applaud contestants from across the country. This is the year of change, and a remarkable participation during the digital auditions of the show only reinstates the commitment and popularity the show enjoys.

As a response to the present crisis, the entire selection process will be going digital. With mass penetration of smartphones, and general awareness, KBC is expecting to see its reach as well as participation increase multifold.

Step 1 – Registration

Sony Entertainment Television will commence registrations for the 12thSeason of KBC from 9th May until 22nd May. Mr. Bachchan will ask one new question every night at 9:00 PM on Sony TV. You can answer these questions either through SMS or through Sony LIV.

Step 2 – Screening

Participants who have answered the registration questions correctly and have been shortlisted by the randomizer based on certain pre-defined reservation criteria will be reached out to, telephonically, for further assessment.

Step 3 – Online Audition

For the very first time, in the history of KBC, the auditions comprising a General Knowledge test and video submission will be conducted exclusively via SonyLIV. While this may seem a herculean task, every detail of the process will be explained through a simple tutorial, easily accessible on SonyLIV.

Step 4 – Personal Interview

The last and final round is that of a personal interviews with the shortlisted auditionees, which will be conducted remotely via video call.

The entire selection process will be verified by an independent audit firm.

For the very first time, Mr. Bachchan, too, has shot for KBC from the confines of his home. Ace filmmaker Nitesh Tiwari remotely directed the registration promo, that touches all the right chords, with Mr. Bachchan inviting the KBC aspirants, reiterating – Har cheez ko break lag sakta hai… Sapno ko nahi…

Registrations had started 9th May onwards.

Comments:

Amit Raisinghani, Head – Business Planning and Communication, Sony Entertainment Television

KBC celebrates the achievements of people irrespective of how small or big the achievements are. The campaign this year has been driven by people’s determination to turn adverse circumstances in their favor and move ahead in life. It’s always a pleasure to work with Nitesh Tiwari, who exactly knows the pulse of the situation, and creates impactful ad films for KBC. We hope, like in past, this campaign resonates strongly with our audience.

Nitesh Tiwari, Director, KBC campaign

I am grateful for the trust that Sony puts in me each year for the KBC campaigns. This year is of course very different and challenging for all of us is every aspect. But it has been a year of learning and exploring avenues that probably weren’t thought of, paving the path for something meaningful. Which leads us to the insight that there is a spark somewhere in each one of us that keeps us going, notwithstanding the obstacles, however big or small. The idea of this campaign is to reignite the spark and inspire people to move ahead in life. ENDS