2020
as
a
year,
has
been
etched
in
everyone's
minds,
for
all
the
wrong
reasons.
Given
the
pandemic,
everyone
has
faced
setbacks.
However,
it's
for
us
to
decide
how
to
overcome
these
setbacks
and
march
ahead.
The
will
and
determination
to
move
forward
comes
from
within,
and
this
year,
Kaun
Banega
Crorepati
12
gears
up
for
the
most
celebrated
comeback
with
the
thought
-
Jo
Bhi
Ho,
Setback
Ka
Jawaab
Comeback
Se
Do.
Since
inception,
KBC
has
been
celebrating
the
human
spirit
and
the
never-give-up
attitude.
Just
like
KBC,
as
a
show,
makes
a
comeback
amidst
the
current
pandemic,
the
campaign
of
this
season
brings
forth
relatable
examples
through
humane
stories,
which
inspire
and
encourage
people
to
make
a
greater
comeback
in
life.
Conceptualized
and
written
by
Nitesh
Tiwari
&
Nikhil
Mehrotra,
the
campaign
is
directed
by
Nitesh
Tiwari,
and
it
touches
a
raw
nerve.
With
season
12
of
KBC
on
the
anvil,
the
iconic
brand
synonymous
with
the
show's
host,
Mr
Amitabh
Bachchan
is
also
gearing
up
to
welcome
and
applaud
contestants
from
across
the
country.
This
is
the
year
of
change,
and
a
remarkable
participation
during
the
digital
auditions
of
the
show,
only
reinstates
the
commitment
and
popularity
the
show
enjoys.
Amit
Raisinghani,
Head-
Business
Planning
and
Communication,
Sony
Entertainment
Television
says,
"KBC
celebrates
the
achievements
of
people
irrespective
of
how
small
or
big
the
achievements
are.
The
campaign
this
year
has
been
driven
by
people's
determination
to
turn
adverse
circumstances
in
their
favor
and
move
ahead
in
life.
It's
always
a
pleasure
to
work
with
Nitesh
Tiwari,
who
exactly
knows
the
pulse
of
the
situation,
and
creates
impactful
ad
films
for
KBC.
We
hope,
like
in
past,
this
campaign
resonates
strongly
with
our
audience."
Nitesh
Tiwari,
Director,
KBC
campaign,
"I
am
grateful
for
the
trust
that
Sony
puts
in
me
each
year
for
the
KBC
campaigns.
This
year
is
of
course
very
different
and
challenging
for
all
of
us
is
every
aspect.
But
it
has
been
a
year
of
learning
and
exploring
avenues
that
probably
weren't
thought
of,
paving
the
path
for
something
meaningful.
Which
leads
us
to
the
insight
that
there
is
a
spark
somewhere
in
each
one
of
us
that
keeps
us
going,
notwithstanding
the
obstacles,
however
big
or
small.
The
idea
of
this
campaign
is
to
reignite
the
spark
and
inspire
people
to
move
ahead
in
life."