MUMBAI: It was in 1999 when Zee TV and Sony TV led the charts with shows like Amanat, Hasratein and Ek Mahal Ho Sapno Ka, while Star India was struggling to keep up with its counterparts, especially in the prime time slot of 9 pm to 10 pm. Star India had highly appreciated shows but it didn’t get them the expected ratings.

With a sheer hope to turn around Star TV’s brand image and positioning, the then Star India CEO Peter Mukherjea and programming head Sameer Nair. Steve Askew and Nair’s boss in Hong Kong, came across a popular show Who Wants to Be a Millionaire in UK and Australia. Nair is currently the CEO of Applause Entertainment.

Later, in July 1999 Askew showed a snippet of the show to Nair. Initially, Nair was hesitant about the format of the show, he asked Askew to buy the rights for Who Wants to Be A Millionaire from ECM. He started looking for someone to create a similar show in India.

Nair zeroed in on Siddhartha Basu, a quiz master,  who had earlier worked with Star Plus for current affairs show with journalist Vir Sanghvi called A Question of Answers.

Under Nair’s guidance, the channel brought, Kaun Banega Crorepati  a reality show that has changed the destiny of three brands – Star TV, Amitabh Bachchan, and Samir Nair. On 3 July 2000 KBC went on air it was also the year Indian television changed.

Today, the shooting for the twelfth season of quiz show Kaun Banega Crorepati is in process. Host Amitabh Bachchan, who has been a part of the quiz show since 2000, shared glimpses of the first day of the shoot on social media and also celebrated 20 years of Kaun Banega Crorepati in his own style. "20 saal, 12 parv, KBC: Kaun Banega Crorepati, arambh! (20 years, 12 festival, KBC: Kaun Banega Crorepati, begin!)"he tweeted.

Day 1 of shoot! Here begins the journey of #KBC12. Jo bhi ho setback ka jawaab #comeback se do. #KBC coming soon @SrBachchan @SPNStudioNEXT pic.twitter.com/XCrQqcAsjP

— sonytv (@SonyTV) September 7, 2020

Let us have a look at the KBC campaigns over the last 20 years.

Nau Baj Gaye Kya?

In 2000, Star Plus launched KBC with its campaign ‘Nau Baj Gaye Kya?’ It was also the first time when megastar Bachchan appeared on a small screen. The campaign spoke about giving chance to viewers to win the prize money, worth Rs 1 crore. KBC not only changed the destiny of the reality shows on television, but also helped Bachchan and Star Plus regain their lost glory.

Umeed Se Dugna

After a hiatus of 5 years, KBC was launched in 2005 and this time the prize money was doubled to Rs 2 crore. To promote the new season and create a buzz in the market Star Plus came up with a rap campaign named Umeed Se Dugna. The season, however, ended abruptly with Bachchan falling ill.

Kuch Sawaal Zindagi Badal Sakte Hain

In 2006, when Bachchan fell ill, the channel had roped in Bollywood actor Shah Rukh Khan to host season 3 of KBC. The campaign highlighted that some questions can change the life. However, the change of host didn’t go well with the audiences and ratings started to go down. This time KBC decided to take three years gap.

Koi Bhi Sawaal Chota Nahi Hota

With the new season falling flat, and the show witnessed considerable dip in ratings. Star Network denied reviewing the rights. It was around this time, that KBC moved to Sony Entertainment.

The’ campaign titled ‘Koi Bhi Sawaal Chota Nahi Hota’ was directed and produced by Chrome Pictures. This was also the season where a whopping prize money of Rs 5 crore was introduced. This year was crucial for Sony Network as the rival network Viacom18’s Hindi General Entertainment Channel (GEC) Colors has acquired the rights to Bigg Boss which was earlier aired on Sony TV with Arshad Warsi as a host.

Koi Bhi Insaan Chota Nahi Hota

In 2011, KBC launched their brand new campaign ‘Koi Bhi Insaan Chota Nahi Hota’ which highlighted the importance of never underestimating anyone and their talent.

Dusra Mauka

In the sixth season KBC incorporated cause-advertising in its promotion. It focused on deep-rooted issues like girl child, dalits and more. The campaign was conceptualised by Leo Burnett. Amitabh Bachchan explained the power of knowledge, by reciting a verse ‘Gyaan Hi Aapko aapka Haq Dilate hain’.

Seekhna Bandh to Jeetna Bandh

In 2013, KBC with its campaign titled ‘Seekhna Bandh to Jeetna Bandh’ pointing out the importance of learning, because the moment you stop learning, your progress comes to a grinding halt. This year the price money was hiked up to Rs 7 crore.

Yahan Sirf Paise Nahi Dil Bhi Jeete Jaate

In 2014 KBC released a campaign titled ‘Yahan Sirf Paise Nahi Dil Bhi Jeete Jaate’, it became an instant hit among the audiences.  It showcased the sensitive issues like Hindu-Muslim animosity and discrimination of north East people in India.

Jawaab Dene ka Waqt aa Gaya Hai

In its ninth season, Sony Network had discontinued its long-standing association with Leo Burnett. This time the campaign was conceptualised, directed, and written by Dangal movie director Nitesh Tiwari, Nikhil Mehrotra. The campaign dealt with a slice of life situations.   

Kab Tak Rokoge

Continuing with their partnership with Nitesh Tiwari and Nikhil Mehrotra ahead, the campaign titled ‘Kab Tak Rokoge’ focused on the spirit of resilience.

Vishwaas Hai toh Khade Raho…Adey Raho

Released in 2019, the campaign  Vishwaas Hai toh Khade Raho…Adey Raho again conceptualised by Nitesh Tiwari, had humour in it.  It narrated the story of a youth who breaks the shackles of societal norms and succeeds in life.

Jo Bhi Ho, Setback Ka Jawaab Comeback Se Do.

The twelfth  season of Kaun Banega Crorepati (KBC) gears up for the most celebrated comeback with the thought – Jo Bhi Ho, Setback Ka Jawaab Comeback Se Do.