Jahaan Akal Hai, Wahaan Akad Hai (KBC 17)

The marketing campaign for Kaun Banega Crorepati Season 17, directed by Vikas Bahl (Good Co.), repositioning KBC as a celebration of knowledge-driven confidence ('Akal' earning 'Akad'), fronted by Amitabh Bachchan, running across TV, digital and social ahead of the season's premiere on Sony Entertainment Television and SonyLIV.