Kaun Banega Crorepati 11’s official campaign goes live with the message of #AdeyRaho


At times, it can be difficult to stand up to one’s own family or the society at large, in pursuit of following your belief or ambitions. Given the damnation and the emotional atyachaar that follows, it’s very easy to get discouraged. However, if you truly believe in yourself, agar vishwaas hai, toh khade raho… #AdeyRaho – keep at it, says KBC 11’s official campaign.

Conceptualized, written and directed by Nitesh Tiwari, this year’s campaign brings forth situations that are relatable and thought provoking, with a tinge of humour. With KBC on the anvil, the iconic name synonymous with the show – Amitabh Bachchan is also gearing up to welcome and applaud contestants from across the country who will showcase the power of their knowledge.

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Aman Srivastava, Head – Marketing at Sony Entertainment Television-“KBC is not just a show – it’s a part of people’s lives. Each year, our campaign reflects this sentiment.  This year’s theme of ‘Vishwaas Hai toh Khade Raho…Adey Raho’ reinstates and encourages people to believe in themselves and their aspirations regardless of the societal norms. The campaign is conceptualized and written by Nitesh Tiwari who never ceases to surprise us with his simplicity in translating an insight-led campaign into a thought-provoking visual treat.” 

Writer-Director, Nitesh Tiwari-“Each year, I look forward to working on KBC like it’s my first and I am happy that Sony accords such trust. This year, we have approached the campaign a tad differently. We have tried to bring back humour in the narrative so that the key insight registers with more impact. The stimuli here is internal, that braves the external. I am sure people will relate to the campaign and appreciate it.”



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