Mumbai: Sony Entertainment Television’s long-running show Kaun Banega Crorepati Season 14 has introduced the campaign "Yeh Manch Hi Aisa Hai." This campaign is advocating how the esteemed platform has been a medium for contestants to put across their stories and proving how this manch is of the people, for the people, and by the people.

The campaign highlights how Kaun Banega Crorepati has always served as an inspiration for those who wish to pursue their dreams and aspirations in the same way that the contestants on the show do, giving hope to those who aspire to pursue success in life. The show's legendary host, Amitabh Bachchan, serves as the face of the campaign.

KBC distinguishes itself from other reality television shows by promoting knowledge and demonstrating the power of knowledge to viewers. The "Ye Manch Hi Aisa Hai" campaign promotes the contestants as true representations of India's vibrant, talented, and knowledgeable culture.

KBC 14 has received a lot of attention since it premiered on 7 August , with hot seat contestants like Ayush Garg from Delhi, the first 'Dhan Amrit' winner; Rupin Sharma, the heroic DGP of Nagaland; Rishi Rajpoot, the welder from Kanpur; Army Personnel Girish Tandon; and, of course, the first Crorepati of the season, Kavita Chalwa, the sweet homemaker from Kolhapur, Maharashtra; Every Friday, a special segment called "Play Along Shukravaar" has been added to bring more people to the hot seat than the usual contestants, which has only added to the charm of the show, truly being for the people, the loyal viewers of the show. As the season progresses, the show promises to become more in tune with its audience, connecting with them.