Kaun Banega Crorepati (KBC) is back with its 17th season, and its new campaign, "Jahaan Akal Hai, Wahaan Akad Hai" (Where there is wisdom, there is swag), is generating considerable buzz. The campaign, directed by filmmaker Vikas Bahl, aims to capture the spirit of a changing India, where knowledge is empowering individuals and fueling their ambitions. It emphasizes that true pride stems from intellect and self-belief, not material possessions.

The core message of the campaign is that knowledge isn't just something to be respected, but something to be owned with pride. This shift reflects India's growing self-respect and the confidence that comes from knowing. The campaign uses the word "akad" (swag) to represent this earned confidence, suggesting that a bit of swagger is natural when one possesses knowledge and the belief in their potential. This "akad" isn't arrogance, but a "Can Do" attitude, the belief that "Main bhi kar sakta hoon" (I too can do it).

The campaign unfolds through three ad films, each featuring everyday Indians reclaiming their dignity through intellect. These stories showcase how individuals use their knowledge to navigate challenging situations and assert themselves. The ads are designed to be emotionally layered and bold, presenting a refreshing take on empowerment.

Amitabh Bachchan, the iconic host of KBC, has emphasized that the show has always been a celebration of knowledge and the quiet pride that comes with it. He believes that this year's campaign beautifully captures that sentiment, encouraging people to take pride in their intellect and walk tall with the confidence that comes from truly knowing.

Vikas Bahl, the director of the campaign, sees KBC as more than just a quiz show; he views it as a window into India's changing mindset. He suggests that India is ready to shine because knowledge gives people courage, confidence, and an earned sense of pride.

KBC has evolved over the years, becoming a cultural phenomenon that blends entertainment with education. The show has always been known for its engaging format, emotional storytelling, and focus on everyday individuals. It has inspired viewers with stories of aspiration, perseverance, and the transformative power of knowledge. The new campaign builds on this legacy, reflecting a shift from celebrating hope to celebrating earned confidence.

Season 17 of Kaun Banega Crorepati will premiere on August 11 and will air Monday through Friday at 9 PM on Sony Entertainment Television and SonyLIV.