KBC's 'Koi sawal chhota nahi hota' is my favourite campaign: Brijesh Parmar

Which is your favourite campaign and why?

I would name Kaun Banega Crorepati’s (KBC’s) Koi sawal chhota nahi hota as one of my all-time favourite campaigns. While KBC had always done good advertising earlier, this one stands out for me because it marries entertainment with a very strong insight and leaves you with some food for thought. Any question that anyone around you asks could make you a winner on the show tomorrow. So, it’s best not to take any questions lightly. That was projected brilliantly through everyday characters — using human truth with a creative twist.
 
On what parameters did you base your decision?

My decision centered around four parameters: Creativity, effectiveness, memorability and extendibility.
 
What do you think was the key idea the campaign was trying to drive home?

I believe the key idea came from the fact that KBC is all about answering questions. While people may say that your answers matter, it is actually the questions that matter more.
 
Do you remember the campaign winning any advertising awards? Do you think these awards serve any purpose?

The campaign won a Silver at Goafest, an award that I particularly remember. I’m sure it won more awards. I believe that an award is a strong motivation for both the agency and the client to push their limits and do better.
 
Sometimes because of the emotional element in a campaign, there is greater recall for the story than the product or service advertised. Is that a real fear, especially with regards to this campaign?

We see that happen in a lot of campaigns. However, it all depends on what product insights you base the campaign on. Here “Koi sawal chhota nahi hota” came from the product, that is KBC and hence the brand was not missed. Since the time KBC was launched in the year 2000, it has captivated millions not just through its quiz format but also its innovative campaigns. Further, its host being the biggest Bollywood star has drawn more viewers than ever. It saw Amitabh Bachchan on the small screen become a regular affair. The ads were socially relevant helping them connect with the common man, who was also a participant on the show.
 
Did this campaign inspire any of your work? What are your takeaways from the campaign?

Yes. The key takeaway from this campaign was to never let entertainment take a backseat for the sake of an insight or vice versa. I try to keep that as table stakes before approaching any campaign.
 
Do you remember some of the names who worked on the campaign?

Some of the names associated with the campaign include Nitesh Tiwari, Piyush Gupta, Nikhil Mehrotra, Shreyas Jain, and Ashwini Iyer Tiwari. It was conceptualised and written by Nitesh Tiwari and Nikhil Mehrotra. The films are directed by Nitesh Tiwari and Ashwinyer Tiwari.
 
What else could have been done to make the campaign better?

I feel that season two ended abruptly since Amitabh Bachchan fell ill. The way Mr Bachchan connected with the audience seemed as real as its campaigns. Season three saw Shah Rukh Khan take over as the host. The tagline for the campaign was kuch sawal zindagi badal dete hain. This too again emphasised on how a question can change one’s life, and perhaps make you a “crorepati”. Thereon, the show moved to Sony and the channel waited for a few years and brought back Bachchan with a bang and an impressive campaign. I believe the campaign was the best for its time — to entertain and enthuse the entire family to come together to watch and play the game while delivering on the show’s core proposition of combining knowledge with entertainment.

Brijesh Parmar Executive creative director, Fulcro (earlier Interface Business Solutions)

My take: It was creative, effective, memorable and extendable

Brand: KBC

Year of launch:  2010

Agency: Leo Burnett