Sony Entertainment Television (SET) has launched a new campaign for the sixth edition of its game show Kaun Benaga Crorepati with Amitabh Bachchan. With the theme ‘ Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ , the commercial featuring Mr Bachchan has been created by Leo Burnett.

Mr Danish Khan, Senior Vice-President & Marketing Head, SET, says, “This year’s KBC campaign celebrates the power of knowledge – a leveller in our society, also a change agent. Our brief to Leo Burnett was to bring this thought alive with real people in real context. The campaign’s philosophy is a common man’s philosophy and is relevant to today’s India. The campaign thought captures the core value of the show. We aim to reach out to a larger set of audience and provide common man a unique chance to change his destiny.”

Cadbury and Idea Cellular are the presenting sponsors of the show this year.