A Maha OOH show for KBC 7
By Bhawana Anand - September 10, 2013
Sony Channel's OOH promo for'Kaun Banega Crorepati's' 7th edition is all about triggering curiosity around everyday trivia and reiterate brand recall across metros and formats.
The campaign showcases the host of the show Amitabh Bachchan along with the theme line --.'Seekhna Bandh to Jeetna Bandh'. The objective was simply to build impact, arouse curiosity, generate frequency and reinforce brand recall. The creative agency behind the campaign is Leo Burnett and the OOH agency MOMS.
The seventh season of the show is about learning and wining. So while the TVC features the story of four different people to depict the importance of learning, on the OOH medium the brand posed interesting questions to pique the audience's curiosity and trigger a healthy appetite for knowledge and learning. Gaurav Seth- Senior Vice President, Marketing & Communications - SET (Sony Entertainment Television) explains the reason behind the different treatment on OOH, "It is easy but tricky to communicate the show theme on OOH. We wanted to come up in a peculiar way to the customized space. The theme of this year's show is'Seekhna Band to Jitna bandh', and in the TVC we showed the story line of different people to present the theme, but on the OOH medium, it was definitely tough. Therefore we tweaked the creative and depicted the theme through questions. We wanted to create a similar impact through the OOH formats as well. Therefore, we brainstormed a lot and depicted the theme line of encouraging people to learn by asking questions which are general and are interesting too; and we thus connected with the audience.â€
The questions include some fun ones such as:'Why do we close our eyes, while sneezing?','Why a round pizza comes in a square box'? etc. Gaurav explains further, "The idea was to arouse the'I want to know' feeling in the audience. We tried to keep the copy easy and not very long, something that would definitely generate the curiosity. We wanted everybody to relate to the questions, and which had some relevance to everyday life. We didn't want that the'I don't care' attitude from the audience."
Sony Channel is known for its innovative ideas and for going larger-than-life on OOH. This KBC 7 campaign is no different. The channel has created different innovations in Delhi and Mumbai and considering the theme, an innovation was built around books and Amitabh Bachchan's massive cutout. What was interesting was that original books were used to create the structure. Another innovation, meant as a constant reminder about the launch date of the show, was the question in KBC format presented on the hoarding and related to the show itself - such as the ones related to the number of days left for the show for example. Every day the answers were changed and highlighted with LED.
The format of the show itself made media planning a bit easy for the agency and the brand. As KBC has a mass appeal and is meant for all age group and all sectors of the society, the brand made the campaign visible at all prominent areas of different cities such as Mumbai, Delhi, Ahmedabad, Surat, Rajkot, Baroda, Jaipur, Lucknow, Kanpur, Allahabad, Meerut, Agra, Varanasi, Patna, Indore, Bhopal, Pune, Nagpur, nasik, Aurangabad, Kolhapur. Also, various kinds of formats were used, right from the big structure hoardings to poles and kiosks.