MUMBAI: 2020 as a year, has been etched in everyone’s minds, for all the wrong reasons. However, it’s for us to decide how to overcome these setbacks and march ahead. The will and determination to move forward come from within, and this year, the season 12 of Kaun Banega Crorepati (KBC) gears up for the most celebrated comeback with the thought – Jo Bhi Ho, Setback Ka Jawaab Comeback Se Do.

Conceptualised and written by Nitesh Tiwari & Nikhil Mehrotra, the campaign of this season brings forth relatable examples, through humane stories, which inspire and encourage people to make a greater comeback in life.

With season 12 of KBC on the anvil, the iconic brand synonymous with the show – Amitabh Bachchan – is also gearing up to welcome and applaud contestants from across the country.

Sony Entertainment Television business planning and communication head Amit Raisinghani said, “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 Tiwari, who exactly knows the pulse of the situation, and creates impactful ad films for KBC. We hope like in the past, this campaign resonates strongly with our audience.”

Tiwari said, “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 in 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. This 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.”