SonyLIV’s popular game show, ‘Kaun Banega Crorepati’ has launched its 2021 advertisement campaign with a short film, ‘Sammaan’. It has been divided into three parts, of which the first instalment was released through a special ‘Directors Cut with Nitesh Tiwari’.
Produced by Big Synergy, the popular Indian game show, Kanu Banega Crorepati (KBC) has stepped into its 13th season. The show is hosted by Amitabh Bachchan, and airs on Sony Entertainment Television.
This year for its annual advertisement campaign, KBC has come up with a three part short film, titled ‘Sammaan’ aka respect.
In a recent press conference, it was revealed that the short film campaign idea was an outcome of the need to break away from conventional executions and to bring a better version of campaigns than previous years.
Former campaigns of KBC such as ‘Koi bhi sawal chota nahi hota’ have been major hits and the standard set by such successful campaigns induce the necessity to meet them, according to Nitesh Tiwari, film director.
The first part of ‘Sammaan’, which was unveiled by Tiwari at the conference, showcases a village setting where the locals face a challenge to build a school duo to lack of funds. As they sift through various means, they eventually end up with the idea to participate in KBC. The barber is the only one in the village who makes the cut, which takes the other villagers by surprise. The rest is to be continued in the following two parts.
The casting for ‘Sammaan’ was done in Bhopal and Mumbai. The short film was even shot in a village in Bhopal, Madhya Pradesh.
According to Tiwari:
“The inspiration and essence behind the film was to dissect the emotions of the people. KBC is not only about the money but when one merely reaches the hot seat, they get respect and are recognised, such emotional connection with the audience was portrayed for relevance.
“The way the village was portrayed, different characters and their portrayal have been reflections of real life observations. Friends, relations, power cuts, etc are all part of said reflections”.
The remaining two parts of ‘Sammaan’ will be released soon.
Watch the first part: