How Kaun Banega Crorepati won over hearts by becoming a megaphone for social change

Akshaya Karanth

This case study describes how Sony Entertainment Television (SET), a Hindi entertainment channel in India, emphasised community enlightenment to build a new demographic following for a show that shifted time slot.

How Kaun Banega Crorepati won over hearts by becoming a megaphone for social change

Akshaya Karanth

Campaign details

Brand Owner: Sony Entertainment Television (SET)Lead agency: Leo Burnett MumbaiBrand: Kaun Banega Crorepati (KBC)Country: IndiaIndustry: TV channels, services, programmesMedia: Events and experiential; Outdoor, out-of-home; Print - general, unspecified; Radio; TelevisionBudget: 1 - 3 million

Market background and cultural context

Sony Entertainment Television (SET) is a Hindi general entertainment channel (GEC) in India, and was launched in October 1995.

SET's competitors include Star Plus, Zee TV, Colors, Life OK and...

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