Sony Entertainment Television: Kaun Banega Crorepati - Massifying a Class Shoq
Kanika Gupta, Aditi Patwardhan and Gaurav Soni
Campaign details
Brand owner: MultiScreenMedia (MSM) Pvt LtdBrand: Sony Entertainment TelevisionAgency: Leo Burnett (Mumbai)Country: IndiaChannels used: Events and experiential, Outdoor, out-of-home, Print - general, unspecified, TelevisionMedia budget: 5 - 10 million
Executive summary
Television channel SET decided to revive dropped quiz show Kaun Banega Crorepatibut the target 'masses' felt emotionally alienated from a show perceived for the 'educated classes'. And one couldn't blame them for this perception, seeing as...