In the ever-evolving landscape of Indian television, one dynamic trio has consistently reigned supreme, redefining the art of seamless brand integration while captivating the hearts and minds of audiences nationwide. Kaun Banega Crorepati (KBC), the celebrated quiz show, assumes the role of the captivating stage; the enigmatic Amitabh Bachchan, an icon of Indian cinema, commands the spotlight; and an array of brands find their spotlight within this perfectly orchestrated marketing spectacle.
The 15th season of Kaun Banega Crorepati, airing on Sony Entertainment Television, takes this art of subtle brand integration to new heights, demonstrating how the show continues to stay relevant and captivating for millions of viewers.
Brand Integration through Prizes
One of the most effective ways KBC ensures brand visibility is by integrating prizes offered to contestants. In the 15th season, Hyundai Motor India leverages the platform to showcase its latest SUVs, Exter and Verna. By aligning the prizes with the contestants’ winnings (Exter for Rs 1 crore and Verna for Rs 7 crore), Hyundai creates a strong incentive for viewers to engage with the show, all while positioning its vehicles as aspirational rewards.
Geographically Themed Questions – ‘Desh Ka Sawal’
Incorporating a new segment called ‘Desh Ka Sawal,’ KBC collaborates with Hyundai to bring questions from different regions of the country, engaging the studio audience. The winner receives a gift hamper from Hyundai, effectively promoting the brand while celebrating India’s diversity and unity.
Lifeline Partnerships
Xiaomi India, a prominent smartphone brand, partners with Kaun Banega Crorepati to offer contestants the lifeline ‘Video Call a Friend.’ This partnership showcases Xiaomi’s 5G devices, highlighting their technological prowess while enhancing the lifeline’s relevance and utility.
Seamless Banking Partner Integration
The integration of the State Bank of India (SBI) as the banking partner is executed seamlessly. Kaun Banega Crorepati’s cash prizes are substantial, and the need for a banking partner is evident. When a contestant crosses the Rs 3.2 lakh threshold, host Amitabh Bachchan symbolically signs an SBI cheque, underscoring the ease of transactions through the bank’s Yono app for digital money transfer.
Strategic Banner Ads
Banner ads from Vicco Laboratories and UltraTech Cement strategically appear on-screen during specific moments. Vicco’s ad is tied to the ‘Double Dip’ lifeline, reinforcing its tagline with Bachchan’s commentary. UltraTech Cement’s ad is strategically placed during the ‘Fastest Finger First’ contest, subtly drawing parallels between the once-in-a-lifetime contest and the opportunity to build a home.
Subtle Learning and Public Service Messages
Amitabh Bachchan’s role extends beyond hosting, as he educates the audience on various aspects of banking regulations and consumer safeguarding, acting as the brand ambassador for the Reserve Bank of India (RBI). This approach helps the audience and the brand establish trust and credibility.
Interactive Viewer Engagement – Kaun Banega Crorepati Play Along
The KBC Play Along feature, introduced in 2018 on Sony LIV, enables real-time participation for viewers. This interactive engagement allows users to win prizes sponsored by IDFC First Bank and Croma. Acko sponsors the lifeline for Play Along, creating a multi-dimensional marketing ecosystem that extends beyond the traditional TV show.
Colorful Brand Exposure – Asian Paints Wall
KBC leverages the Asian Paints wall as a backdrop for contestant photographs. The wall’s color changes four times during the season, providing Asian Paints with repeated visibility and brand exposure, which is acknowledged by the host during the show.
Kaun Banega Crorepati’s 15th season demonstrates a masterful fusion of entertainment and marketing strategies. By seamlessly integrating brands into the show’s format, KBC manages to captivate millions of viewers while subtly promoting products and services. From strategically placed banner ads to lifeline partnerships and educational messaging, KBC exemplifies how brands can effectively engage with audiences through innovative and non-intrusive methods.
As the show continues to evolve, Kaun Banega Crorepati sets a benchmark for successful brand integration and audience engagement in the ever-changing landscape of television entertainment.