'Who wants to be a millionaire' is back on SET with a haunting campaign

“The campaign was a big challenge for us, considering the Kaun Banega Crorepati legacy and all the work that has happened on the brand in the past. We knew we needed to be different without losing relevance,” said Anup Vishwanathan, vice-president of Leo Burnett Mumbai.

The campaign consists of two phases, with the first featuring legendary Indian TV host Amitabh Bachchan calling for contestants to audition.

The second part involves three humorous TVCs with the first one featuring a man continuously dodging a question from friends and family. In the end, the same question comes back to haunt him on the show. The commercial finishes with Bachchan reminding viewers to “not underestimate any question".

Danish Khan, VP and head of marketing at Sony Entertainment TV, adds, “Our brief to Leo Burnett was very simple – to bring the romance back to Kaun Banega Crorepati.”

The three TV commercials will follow different characters not taking questions seriously with haunting consequences.



Credits:
Project Do not underestimate any question
Clients Sony Entertainment Television, Kaun Banega Crorepati
Creative agency Leo Burnett Mumbai
National creative director KV Sridhar (Pops)
Executive creative directors Nitesh Tiwari, Kapil Mishra
Creative director Ashwiny Iyer
Copywriters Shreyas Jain, Nikhil Mehrotra, Piyush Gupta, Ripanka Kalita, Abhishek Sinha, Pranjal Choudhary
Art directors Pushkar Shintre, Naresh Dhondi, Prasad Patil
Client servicing Anup Vishwanathan, Anupriya Shetty, Sulakshana Ray, Madhuparna Das
Films team Kevin Affonso, Manoj Pillai
Production company Chrome Pictures
Director Amit Sharma
Producers Hemant Bhandhari, Prafful Sharma
Exposure Television