Digital Way Forward

Key Objectives

To create mass awareness about Identify the key platforms to Achieve high registration
registration dates using digital create this awareness and numbers and reach out to
media build SM engagement the right TA
Campaign Idea : Ab hai Jeetne ka Samay

Concept Note : Since the main objective here is to spread awareness about the
registration date, we use this phrase that becomes our umbrella thought and also takes
an emotional spin since we are telling our target audience this now is your time to win.

Key Platforms : Facebook & Instagram

Content Flow & Framework

Hero Idea Extension Pieces Sustenance Ideas

Hero Idea
Format: Video

Video Narrative: We show different scenes of aspiring KBC contestants in their

laziest/demotivated zones, like them brushing their teeth slowly, or yawning
while reading a book or praying to god desperately for good news. Then they
are suddenly shaken out of this situation as the KBC current promo starts
playing loudly on someone’s phone in the scene.

The contestants are startled and the person with the phone exclaims ‘’Arey! Kya
dekh rahe ho? 17th June se KBC registrations chalu ho rahe hai! Ab hai jeetney
ka samay’’. The contestants start dancing excitedly. Cut to – Amitabh Bachchan
talks to the audience saying – ‘’17th June se shuru, der matt kariye kyuki ab hai
jeetne ka samay’’

Platform: Facebook (News Feed Promoted Posts)

 Extension Pieces

Influencer campaign idea : A self-shot video of the

influencer where they receive a secret note/secret phone
call and they’re pleasantly shocked! They begin to run
and share this news with everyone but before they do
that, they look into the camera and tell their followers
“Pata hai kya khabar mili hai? KBC registrations start ho
rahe from 17th June. Toh intezaar kis baat ka? Register
karo kyuki ab hai jeetne ka samay!!”

Influencers proposed : Prajakta Koli, Ashish Chanchlani,

Ranveer Allahbadia, Nick
Content Format : Short snackable video
Platform : Instagram
 Extension Pieces

My KBC Jingle: An UGC led contest where we ask our

followers to send in their jingle entries for our campaign
‘’Ab hai jeetne ka samay’’. The jingles can be verbally
sung, or guitar recordings or paper cup music. The
gratification will be grand since the CTA is lengthy. We
pick winners & they get a chance to be on the show.

The idea is to hype our campaign tagline using content

generated by Sony entertainment’s own followers in
order to gain more organic reach and engagement.

Platform : Facebook & Instagram

 Sustenance Ideas
1. The #KBCFanQuiz – A series of questions asked about
KBC episodes like -
• How many rupee symbols are in the logo?
• Who was the winner with the highest amount in
2019?
• Which year did SRK host KBC?
This fun quiz series will be run on social media
encouraging people to participate. The brand handle
replies to the winners and reminds them about the
registration date with hastag #AbHaiJeetneKaSamay
Platforms: Instagram (Story series) & Twitter
(Conversation thread)
2. KBC Filter – Create an Instagram and Snapchat filter
using KBC elements and the date announcement
• Encourage people to use it and share the date with
someone they know is aspiring to win KBC
• Get micro bloggers to do shout-outs to their
followers for doing this activity
• Run a contest – The most unique message recorded
using this filter wins an autographed pen/diary
from Amitabh Bachchan
Platforms: Instagram (Feed posts + Stories) & Snapchat
Stories
 Sustenance Ideas

3. Dialoguebaazi– We convert famous dialogues by

Amitabh Bachchan and incorporate our messaging for
17th June registration date.
• For eg: ‘’17th June hai date. Keh diya na? Bas keh
diya’’
• ‘’17th June ka date miss karna mushkil hi nahi
namumkin hai!’’

We utilize this and create organic engagement around

our talking point and naturally our followers start
participating in this. Eventually the aim is to build the
hype around the registration date and create talkability.

Platforms: Instagram & Facebook (Feed posts) Reference

Thank you!