No learning, no winning: KBC's new slogan

Indo Asian News Service
16 July 2013

New Delhi, July 16 (IANS) If you stop learning in life, you will stop tasting victory, says megastar Amitabh Bachchan, in the first promotional trailer of the forthcoming season of popular game show "Kaun Banega Crorepati".

The communication campaign for the show's new edition is centred around the theme - "Seekhna bandh toh jeetna bandh". It will be beamed on the small screen Tuesday 8 p.m.

The promo showcases how a certain Mrs. Dhingra decides to turn into a wedding planner, and she sidelines her "learning" by saying that what's the point of learning at her age. What follows is a series of misjudgements in her business, leading to losses. Then she rues: "Kaash kuchh seekh liya hota (wish I would've learnt something)".

That's when Amitabh, the show's host walks into the frame, urging people to continue learning things in life.

The new season of "Kaun Banega Crorepati", a widely popular show based on international show "Who Wants to Be a Millionaire", will go on air on Sony Entertainment Television towards August-end or early September.

The previous seasons of the show have focussed on different ideologies. In 2010, the show promoted "Koi Bhi Sawaal Chota Nahin Hota"(no question is insignificant), while the 2011 edition focussed on how "Koi Bhi Insaan Chota Nahi Hota", which translated to how no person is smaller than another.

"KBC 2012" conveyed the message - "Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai", telling masses how only knowledge helps you get your rights.

Amitabh, 70, changed the face of Indian television when he hosted the first season of "Kaun Banega Crorepati" in 2000. He returned to host its second season after a gap of a few years, while the third season, in 2007, saw superstar Shah Rukh Khan in the anchor's spot.

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