New Delhi: `Koi bhi insaan chota nahi hota (Never underestimate anyone)` is what megastar Amitabh Bachchan is urging people in the newly-launched campaign of the fifth season of popular game show `Kaun Banega Crorepati`.
After promoting `Koi bhi sawaal chhota nahin hota (No question is insignificant)` in the last season of the show, the actor will be seen anchoring the new philosphy of the game show in a series of five films, each with a distinct story and a distinct character.
"This year the challenge was to take the campaign and the thinking forward and build upon the hugely successful KBC campaign of 2010 - `Koi bhi sawaal chota nahin hota`. This year also the campaign retains that distinct KBC flavour, while we take the thought forward," Danish Khan, senior vice president and marketing head, Sony Entertainment Television, said in a statement.
The campaign is conceptualised by Chicago-based creative firm Leo Burnett.
"The thought `Koi bhi insaan chota nahin hota` is rooted in yet another popular belief of our society that everybody inherently has capability to achieve something
extraordinary. Hence, don`t underestimate anybody - a right platform and good knowledge can transform life and KBC is that platform," he added.
The fifth season of the show goes on air August 15.