Ever since the 5th season of Kaun Banega
Crorepati started, I have tried to watch its episodes whenever possible. I did
not get amazed by the questions asked, the contestants, persona of Shri
Bachchan, the glitz & glamour etc. The one thing which startled me was the
general theme on which almost all the episodes of KBC are based.
Starting with the newly found tagline of Panch
Koti Mahamani Kaun Banega Crorepati. This is why marketing is such a
fascinating subject. Finding the right combination of words, in right language,
which can appeal to a large crowd is a huge challenge in itself. I feel the
show publicity managers have struck the right chord with the tagline.
The common theme that all the current episodes of
KBC deals with is the Power of Common Man. It becomes slightly amazing when
almost all the contestants that appear for KBC have their own story of
struggles. Almost every contestant weeps on the hot seat, Mr Bachchan
invariably asks about the salary earned till now, past struggles, outstanding
loans, children education, exploitation, social struggles, family issues,
isolation.
Thanks to my time at Institute of Rural
Management Anand (IRMA), I was fortunate enough to visit a number of remote
villages in Indian states. I got to interact with the people there. I find a
uncanny resemblance of the problems faced by those people with the problems
expressed by the contestants on the hot seat. This, along with the fact that
almost every contestant hails from remote villages, surprisingly less contestants
from cities and this is combined by the general iterations of Big B remarking
the struggles and problems faced by the contestants.It makes me difficult to
believe that the stark resemblance is merely a coincidence.
In my opinion, Kaun Banega Crorepati has turned
from a show of random contestants to a motivational show which inspires people
to break the shackles of conventional thoughts and instill a self belief in
them. In AB's words, it has become a show that demonstrates the Power of Common
man and the Triumph of Human Will. The heart touching videos depicting the
lives of contestants has made large number of Indians connect with each other
with a common feeling of sufferings, pain, poverty, debt, anticipation of a good
future, safety of their children, educaation of their children, happy parents
etc. In the process, KBC 5 has recorded the highest TRP's for a non fictitious
show and propelled Sony Television to number 2 spot in channel ranking in
India. This has undoubtedly given hope to lakhs of Indians. Additionally, the
Ghar Baithe Jeeto Jackpot Prize makes you a lakhpati with just a phone call. An
additional way that KBC makes big money and also gives hopes to lakhs of people
who wish to become rich overnight!
Mr. Sushil Kumar, who being a computer operator
and teacher did not know about the Intel processors, wearing shoes only for 2nd
time in his life, from a remote village in India knew that Dane invaders ended
their colonial powers in India in 1868 that too in Port Blair is an absolute
achievement. He has changed the way every Indian will look to himself.
At the end of the day, KBC is a game as well as a
business. It has led to increased participation from all strata & from all
the parts of country. It has added to the wisdom of millions of Indians and is
overall a win-win situation for everyone involved. It is a winning proposition
for me, you, the show organizers/ producers, Big B and the contestants whose
life got transformed, contestants whose life will be transformed, television
watchers and the millions whose life get transformed by watching emotional
counterparts emerge through the miseries as theirs.
It is really amusing that KBC5 has been
successful in what I feel to become the biggest example for Rural Marketing in
recent times which has struck resemblance even with the never say die attitude
of people across all generations, ages, sexes, races, castes, religions, poor,
rich, cities, villages, towns... EVERYWHERE, EVERYONE! Most people in India
consider themself as A Common Man with High Aspirations and a determination to
break the shackles of their difficult life to ensure better life for themself,
family and most importantly their progeny. This show Exactly depicts that
attitude & belief. Perhaps, this is a type of marketing strategy targetting
the psychography of people. The attitudes, value systems and beliefs of people
that are exhibited in the targeting strategy opted by them has helped them to
position KBC5 strongly across all market segments. This combined with the
exhuberence of Mr. Bachchan and a fine blend of noted celebrities, real life
heroes, real life sufferers, real life fighters, real life Common Man has
provided all the ingredients of a Perfect Example of Perfect Marketing Strategy
and in effect an extremely successful show. And so it was!
Long Live the marketing team of KBC. Long live
KBC. Long Live Mr. Bachchan. Long Live the Power of Common man!
