Kaun Banega ......................

You said it right. This is about 'Kaun Banega Crorepati' aka KBC.

About the show

Adapted from 'Who wants to be a millionaire', Kaun banega Crorepati, has created its value in the Indian market. It has reached an audience that spans from the rich to the poor, the old to the young and from the self-employed to the unemployed. Launched in the year 2000, 13 years were enough for KBC to establish itself as one of India's favorite reality shows. It appeals to the audience more than any of the other shows because the blend of happiness with a hint of sorrow/ misfortunes in KBC is better than the rest. Of course there is the 'possibility of monetary gains' part to it. The show makes the viewer think that he or she could also be sitting on the 'hot seat' and earn money. Even if they are not on sets, they can still try their luck from home. Contests such as 'ghar baithe jeeto jackpot' increase the probability of a viewer winning some money for themselves. That is a sure-shot way of winning the audience's heart and attention. However, with success comes responsibility and with attention arises the need to live up to expectations. If the same drill was repeated for 6 seasons, only those who make it to the hot seat would be viewing the show. All others would have probably got bored of it. Hence, the makers have always modified the show (however, minutely) to keep things interesting. Be it the change in life-lines or the highest winning amount, they try to bring in something new every season. This trend continues while the current season with a plethora of changes airs on television.

Marketing for the current season

'Seekhna band, toh jeetna band', KBC promotions brought this slogan to us with hilarious experiences of the wedding planner, lawyer and the Policeman. I would say one of the most interesting advertisements of our times. When it comes to the launch of a show, the marketing trends are different from usual. Though the primary aims are still the same (awareness, buzz, generate willingness to buy/ in this case view); the marketing strategy and duration of a campaign are different from a product launch to a show launch. In the recent past, I don't remember any show which had a launch campaign that created so much impact. 

Given Bigg Boss season 7 promotions that are going on, we only see Salman Khan in double role repeating old story over and over again. It is 'swarg ka wow and nark ka aao; sab yahi hai'. This is not as funny as the film 'Judwaa' and the same joke repeated n times does go blatant. 
Therefore, one has to agree that though KBC and Amitabh Bachchan are two big brands coming together, there is enough content to make that combination click. 'Intehaa ho gayi, intezaar ki', Amitabh Bachchan sang this song as a teaser when many rounds of 'KBC 7...coming soon' had already taken place. This too, was an addition to the same. However, I would applaud the mind behind the idea for the teaser. Barely 10 seconds of space and what an impact! Literally out of the box utilization of brand 'Amitabh'. 

Brand Amitabh and KBC

It is difficult to determine whether brand Amitabh facilitated the making of brand KBC or KBC facilitated the re-establishment of brand Amitabh. However, the audience certainly loves this combo and can't get enough of either of the two!