‘JAWAB DENE KA WAQT AA GAYA HAI’ - says Amitabh Bachchan

Sony Entertainment Television’s Kaun Banega Crorepati is all set to step in its 9th season with the campaign – Jawab Dene Ka Waqt Aa Gaya Hai. Featuring the biggest superstar of India, Mr. Amitabh Bachchan the campaign underlines the show's core thought 'knowledge is great leveller' in life.

 Conceptualized, directed and written by none other than Dangal Director, Nitesh Tiwari and Nikhil Mehrotra. This campaign beautifully depicts various slice of life situations where individuals are bogged down by difficult questions of life and their only hope is life is to change their destiny with the power of knowledge.  The campaign line ‘Jawab Dene Ka Waqt Aa Gaya Hai’ captures the spirit of KBC - a opportunity to change one's destiny by hard earned knowledge.

Talking on the campaign thought, Danish Khan, EVP and Business Head at Sony Entertainment Television said, “KBC is perhaps the most relevant show for India. It celebrates our collective confidence in knowledge as a great change agent for both the individuals and the society.  This season's campaign, written and directed by Nitesh has both relevance and impact while being extremely humorous and entertaining. We believe this campaign will entertain, engage and drive viewership for the show”

Director, Nitesh Tiwari said, “It is always a delight to write and direct Kaun Banega Crorepati advertising campaign. It revolves around common man and woman with Mr. Amitabh Bachchan, and is always based on societal truth. The tone is humorous and challenge is to make its appeal universal. We are excited with this year's campaign, hope people like it”.