KBC5: A Perfect Example of Perfect Marketing Strategy!

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!