The iconic television game show, ‘Kaun Banega Crorepati,’ has returned for its 15th season on Sony Entertainment Television, bringing with it not only riveting quiz gameplay but also an impressive array of brand integrations. Over the last 23 years, the show has not only provided life-changing opportunities for its contestants but has also seamlessly woven various brands into its format, making it a favorite platform for brand collaborations. This season, the show continues to captivate audiences with its engaging content and innovative brand partnerships.
Creating Opportunities: The Role of Brands in KBC
From its inception, ‘Kaun Banega Crorepati’ has showcased the power of brand integration. The show has ingeniously incorporated brands into its game mechanics, offering contestants lifelines and rewards that feature well-known brands. This integration has been accomplished with subtlety, ensuring that the audience remains engaged without feeling overwhelmed by the brand presence.
Co-Presenters and Powered Partners
The 15th season’s brand lineup includes esteemed names in the industry. Hyundai Motor India takes the stage as the co-presenter, while Asian Paints, UltraTech Cement, Mondelez India, and Parag Milk Foods add their power as co-powered partners. The State Bank of India serves as the banking partner, facilitating seamless prize money transactions. Additionally, Vicco Laboratories has joined the journey as a special partner, adding its unique touch to the show.
Innovative Formats for Advertisers
This season introduces several innovative formats that cater to advertisers, providing them with impactful opportunities to engage with the audience:
- Prizes: A Win-Win Collaboration
The game show’s structure provides an excellent avenue for brands to collaborate as part of the rewards. Hyundai Motor India introduces its newly launched SUV Exter as a prize for the contestant who secures a victory of Rs 1 crore. Furthermore, the contestant who triumphs with a remarkable sum of Rs 7 crore is set to drive away in a Verna, showcasing Hyundai’s commitment to rewarding excellence.
- Desh Ka Sawal: Uniting India Through Questions
Adding a touch of national diversity, ‘Desh Ka Sawal’ brings questions from different regions of the country for the studio audience. The winner of this segment receives a gift hamper from Hyundai, fostering a deeper connection between the brand and the show’s enthusiastic viewers.
- Gowardhan Ghee and its Delightful Twist
Parag Milk Foods introduces its product, Gowardhan Ghee, into the show’s narrative. Contestants who progress past the second stage of the game secure an annual supply of this dairy delight. The brand’s engagement extends beyond the game, with special gifts distributed during the Independence Day episode to contestants and the studio audience.
- Lifeline Partners: Revolutionizing Help Lines
In this season, contestants benefit from three lifelines during the game, including the innovative ‘Video Call a Friend.’ Xiaomi India partners with the show, enabling contestants to connect with their friends through video calls using the power of Xiaomi’s 5G devices.
- The Banking Partner: Seamless Integration
With its substantial cash prizes, the show naturally features a banking partner. This season, the State Bank of India fulfills this role seamlessly. When a contestant crosses the threshold of Rs 3.2 lakh, host Amitabh Bachchan, a legendary figure himself, employs an SBI cheque to symbolize their achievement. The ease of digital transaction via the bank’s Yono app is highlighted, showcasing the bank’s modern approach.
- Banner Ads: Subtle and Strategic
Banner ads, a staple of brand integration, feature strategically throughout the show. Vicco Labs and UltraTech Cement are showcased at the bottom half of the screen. The Vicco ad cleverly coincides with the ‘Double Dip’ lifeline, while UltraTech Cement’s ad aligns with the ‘Fastest Finger First’ contest, emphasizing the once-in-a-lifetime opportunity both in building a home and participating in the show.
- Other Integrations and Educational Segments
Contestants reaching the Rs 25 lakh mark and special celebrity episodes offer opportunities for a unique brand integration. These winners get a chance to click a picture with Amitabh Bachchan against the backdrop of an Asian Paints wall, symbolizing their accomplishment. Additionally, Bachchan takes on the role of an educator, disseminating information on banking norms and regulations, acting as a brand ambassador for the Reserve Bank of India.
- KBC Play Along: Engaging the Audience
Introduced in 2018, KBC Play Along has extended the show’s reach to a digital audience. Viewers actively participate through Sony LIV, with a chance to win exciting weekly and daily prizes. IDFC First Bank and Croma sponsor these prizes, while Acko powers the lifeline, enriching the viewer experience.
In conclusion, the 15th season of ‘Kaun Banega Crorepati’ continues its tradition of seamlessly integrating brands into its engaging content. The show’s thoughtful incorporation of brands into its various segments not only enriches the viewer experience but also provides valuable marketing opportunities for companies. Through innovative formats and strategic collaborations, ‘Kaun Banega Crorepati’ sets an exemplary standard for successful brand integration on television.
