Sony Entertainment organises van activation campaign for KBC

| Marketing | August 9, 2011 | News

Sony Entertainment Television is organizing a van activation campaign to kick start the 'Kaun Banega Crorepati Aapke Sheher' campaign to promote the show, Kaun Banega Crorepati (KBC), across 22 towns. This event started on July 29 and is a 40-day pan India activation, which is being managed and executed by RW Promotions.


As part of the execution, the van campaign was inaugurated by Bollywood actor and host of the show, Amitabh Bachchan, flagging off the proceedings at Film City, Mumbai, near the premises of the actual set. RW Promotions created the hot seat replica with a life size cutout of Amitabh Bachchan and will have people sitting in the hot seat, giving them an experiential look and feel of the actual game show. The emcee for the campaign will be disseminating trivia about the show and distributing KBC photo frame mugs and T-shirts to the people in the van.


Commenting on the initiative, S Venkatesh, Director, RW Promotions said: "We have been associated with Sony Entertainment Television for a long time doing various events for them. We have arranged for a hot seat which is the original chair used in the show to give them an opportunity to get themselves photographed sitting in the hot seat with the cutout of Amitabh Bachchan."


Speaking about their association with RW Promotions, Danish Khan, Vice President and Head-Marketing, Sony Entertainment Television said: "KBC is an iconic show and has become a part of everyone's daily lives. Every year, we get many people who want to participate in the show and through this activation, we aim to take the show where people can cherish the moment of being in the hot seat. We have been associated with RW Promotions for the past eight to ten years and they are a committed bunch of people when it comes to activations and BTL activities. We have got a good response and will plan for phase two."

This activation, which is being executed by RW Promotions, began on July 29 and is a 40-day pan India activation.

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