Vishwaas Hai, Toh Khade Raho…
#AdeyRaho says Kaun Banega Crorepati

National, July 11, 2019

Jab aap ka target, samaj ke target se match nahin karta, to aap samaj ka target ban jaate hain… At times, it can be difficult to stand up to one’s own family or the society at large, in pursuit of following your belief or ambitions. Given the damnation and the emotional atyachaar that follows, it’s very easy to get discouraged. However, if you truly believe in yourself, agar vishwaas hai, toh khade raho… #AdeyRaho – keep at it. Because what doesn’t break you, only makes you stronger.

The campaign of the 11th Season of Kaun Banega Crorepati (KBC), simply iterates this thought beautifully. Conceptualized, written and directed by Nitesh Tiwari, this year’s campaign brings forth situations that are extremely relatable and thought provoking, with a tinge of humour.

With KBC on the anvil, the iconic name synonymous with the show – Mr. Amitabh Bachchan is also gearing up to welcome and applaud contestants from across the country who will showcase the power of their knowledge.

Watch the first look of this year’s KBC campaign here: http://www.facebook.com/sonytelevision/videos/2814589695222761/

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Aman Srivastava, Head – Marketing at Sony Entertainment Television
“KBC is not just a show – it’s a part of people’s lives. Each year, our campaign reflects this sentiment. This year’s theme of ‘Vishwaas Hai toh Khade Raho…Adey Raho’ reinstates and encourages people to believe in themselves and their aspirations regardless of the societal norms. The campaign is conceptualized and written by Nitesh Tiwari who never ceases to surprise us with his simplicity in translating an insight-led campaign into a thought-provoking visual treat.”

Writer-Director, Nitesh Tiwari
“Each year, I look forward to working on KBC like it’s my first and I am happy that Sony accords such trust. This year, we have approached the campaign a tad differently. We have tried to bring back humour in the narrative so that the key insight registers with more impact. The stimuli here is internal, that braves the external. I am sure people will relate to the campaign and appreciate it.”

About Sony Entertainment Television:
Sony Entertainment Television (SET), one of India’s leading Hindi general entertainment television channels is a part of Sony Picture Networks India Pvt. Ltd., which is India’s leading television network. Since its launch in October 1995, SET has created a unique space for itself in the Indian Television industry. Pioneering new waves in television programming, big format non-fiction shows and an impressive array of fiction shows like The Kapil Sharma Show, Super Dancer, Kaun Banega Crorepati, Indian Idol, Dus Ka Dum, Comedy Circus, Cross Roads, CID, Crime Patrol, Mere Sai – Shraddha Aur Shaburi, Vignaharta Ganesha, Yeh Un Dino Ki Baat Hai, Yeh Pyaar Nahi to Kya Hai, Porus amongst others. SET is known for its innovative concepts and exciting formats and is the most preferred family entertainment channel which has been providing strong platforms for more than 700 brands to reach over 93 million households in India. In addition, Sony Entertainment Television is also available in the US, UK, Africa, Europe, Canada, Australia, New Zealand, Singapore, Pakistan, Nepal, Bangladesh, Maldives, Malaysia, Indonesia, Fiji Islands and Seychelles. In total, SET influences over 332 million viewers in the Indian sub-continent, and the South Asian Diaspora worldwide.

About Sony Pictures Networks India (SPN)
Sony Pictures Networks India (SPN), is an indirect wholly owned subsidiary of Sony Corporation, Japan.

SPN has several channels including Sony Entertainment Television (SET and SET HD), one of India’s leading Hindi general entertainment television channels; MAX, India’s premium Hindi movies and special events channel; MAX 2, another Hindi movie channel showcasing great India Cinema; MAX HD, a high definition Hindi movie channel airing premium quality films; WAH, the FTA channel for Hindi movies; SAB and SAB HD the family-oriented Hindi comedy entertainment channels; PAL, a genre leader in rural Hindi speaking markets (HSM) showcasing the best of Hindi general entertainment and Hindi movies from SPN’s content library; PIX and PIX HD, the English movie channels; AXN and AXN HD, the channels showcasing the best in Reality, Entertainment and Drama; Sony BBC Earth and Sony BBC Earth HD, the premium factual entertainment channels, Sony AATH, the Bangla entertainment channel; MIX a refreshing Hindi music channel; YAY!, the kids entertainment channel; sports entertainment channels – SONY SIX, SONY SIX HD, SONY ESPN, SONY ESPN HD, SONY TEN 1,  SONY TEN 1 HD, SONY TEN 2, SONY TEN 2 HD, SONY TEN 3, SONY TEN 3 HD; Sony मराठी, the Marathi general entertainment channel; SonyLIV – the digital entertainment VOD platform; SPN Productions, the networks’ film production arm and Studio NEXT the independent production venture for original content and IPs for TV and digital media. SPN reaches out to over 700 million viewers in India and is available in 167 countries.

The network is recognized as an employer of choice within and outside the media industry. SPN is a recipient of several awards, including the ‘Aon Best Employers India’ Award in recognition of SPN’s unique workplace culture and exceptional people practices, consistently ranking amongst India’s Top 10 Companies with Best Health & Wellness Practices by SHRM & CGP Partners, listed by

Working Mother & AVTAR as one of the 100 Best Companies for Women in India and adjudged one of India’s Great Workplaces by the Great Place to Work® Institute.

Sony Pictures Networks India Private Limited is in its 24th year of operations in India. It has a subsidiary, MSM-Worldwide Factual Media Private Limited and an affiliate, Bangla Entertainment Private Limited in India.