MUMBAI: 2020 as a year has been etched in everyone’s mind, for all the wrong reasons. However, it is up to us to decide how to overcome these setbacks and move forward. The will and determination to move forward comes from within, and this year Season 12 of Kaun Banega Crorepati (KBC) gears up for the most celebrated comeback with Thought – Jo Bhi Ho, Setback Ka Jawaab Comeback Se Do.
Conceptualized and written by Nitesh Tiwari and Nikhil Mehrotra, this season’s campaign provides relevant examples, through human stories, that inspire and encourage people to return to life better.
With KBC Season 12 on the anvil, the iconic brand synonymous with the show – Amitabh Bachchan – is also preparing to welcome and applaud contestants from across the country.
Amit Raisinghani, Head of Business Planning and Communications, Sony Entertainment Television, said: “KBC celebrates the achievements of people, big and small. This year’s campaign was motivated by people’s determination to turn unfavorable circumstances in their favor and move on in life. It is always a pleasure to work with Tiwari, who knows the situation inside out and creates impactful commercials for KBC. We hope that as in the past, this campaign resonates strongly with our audience. “
Tiwari said: “I am grateful for the trust Sony places in me every year for KBC campaigns. This year is of course very different and challenging for all of us in all aspects. But it’s been a year of learning and exploring avenues that we probably hadn’t thought of, paving the way for something meaningful. This leads us to understand that there is a spark somewhere in each of us that keeps us going, despite obstacles, whether big or small. The idea of this campaign is to rekindle the spark and inspire people to move forward in life. “