Cannes Lions

WHO WANTS TO BE A MILLIONAIRE

LEO BURNETT INDIA, Mumbai / SONY / 2012

Film

Overview

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Credits

Overview

Description

Number 4 Hindi GEC Sony Entertainment Television bought the right for ‘Kaun Banega Crorepati’ (‘Who Wants to be A Millionaire’) in 2010, a show that the #1 channel had dropped due to declining viewer interest.

To reach the common man, we needed to build an emotional connect for an otherwise rational show. We tapped into a cultural insight: In a country with a population of 1.3bn, there are not 1.3bn opportunities. As a result, only some people taste success and are thought of as ‘bade log’ (big people). They bear the conventional signs of success, like money, a house, a car etc. The ones who don’t are written off as ‘chhote log’ (little people) with no consideration of their circumstances. . We wanted to democratise opportunity for anyone and everyone. Thus was born ‘Koi Bhi Insaan Chhota Nahi Hota’ (No person can be written off)

Execution

To reach the common man, we needed to build an emotional connect for an otherwise rational show. We tapped into a cultural insight: In a country with a population of 1.3 billion, there are not 1.3 billion opportunities. As a result, only some people taste success and are thought of as ‘bade log’ (big people). They bear the conventional signs of success, like money, a house, a car etc. The ones who don’t are written off as ‘chhote log’ (little people) with no consideration of their circumstances. However, we believed the only thing that separates the ‘successes’ from the ‘written offs’ is the presence of an opportunity. We wanted to democratise opportunity for anyone and everyone. Thus was born ‘Koi Bhi Insaan Chhota Nahi Hota’ (No person can be written off) which was executed across TV, outdoor and through on-ground activation.

Outcome

1.The launch episode on the 15th of August had a smashing 5.2 TRP (Television Rating Points) with 14.8% of the TV households tuning in for an average of 36.5 minutes each.2.It was the most popular episode across all shows and all channels and all time-slots for that week, topping the GEC Top 100 list. (Source: TAM Data, Week 34, 2011) 3.The launch episode was so highly viewed that there SET almost tripled its prime-time slot TRPs.4.The most spectacular result of all was the jump in the channel ratings. While SET was at #4 in Week 33, the record-setting launch of KBC moved it up to #2 on the Hindi GEC ranking! Source: TAM Data, Week 34, 2011 5.KBC also topped the ‘Viewers’ Most Loved Reality Show of 2011’ and ‘The Most Effectiveness GEC Reality Show Launches’ in a study agency Ormax Media. Source.

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