Sony unveils dumdaar campaign for Dus Ka Dum, as show returns after 9 years
‘Dus Ka Dum’, the game show that marked the debut of Salman Khan on Indian television, will soon make a comeback after 9 years on Sony Entertainment Television (SET). Underlining the show’s core of testing the average Indian’s ‘Power of Observation’, the channel released its ‘Jisse Zindagi Sikhaye Usse Kaun Haraye’ campaign. The creative genius behind the blockbuster ‘Dangal’ and the award winning ‘Kaun Banega Crorepati’ campaigns on SET, Nitesh Tiwari has conceptualised and directed, while Nikhil Mehrotra has co-written this campaign.
The core of the campaign stems from the thought that people learn from their own experiences and observe other people’s behavioural patterns in various situations. These real/ everyday life experiences become a foundation of their opinions. Each ad film will portray a contestant being tested on their observation skill and estimating what Indians think or do in real life situation.
The ad film will see Salman Khan returning as show’s host. Recognised for his affable skills and being a natural charmer, Salman will bring a high quotient of fun into the game.
Commenting on the launch of the campaign, Danish Khan, Executive Vice President and Business Head, Sony Entertainment Television, said, “‘Dus Ka Dum’ celebrates life experiences of the common people – greater and wider your life experiences, higher are your chances of estimating the correct answer. This is the core of the show and it has been brought alive by master story teller Nitesh Tewari in his own trademark humour and insights. It is entertaining and sets the tone of the show. As always, it’s a pleasure to collaborate with Nitesh.”
Nitesh Tiwari added here, “I believe that some of the most fascinating stories come from real life. When we were briefed that ‘Dus Ka Dum’ needs to be on the lines of ‘Ye Khel Hai Anuman ka, Salman ka aur Poore Hindustan ka’, we knew we had an opportunity of creating something which can be rooted in reality and be relevant to the game show and its viewers too. We also knew that we needed an idea which would lend itself to interesting executions. Finally, we found it in ‘Jisse Zindagi Sikhaaye, Usse Kaun Haraaye’. This thought allowed us to explore humourous scripts and interesting executions. It has always been a fun journey with the Sony Entertainment Television’s team and this time wasn’t any different.”