KBC 3(with srk) : Concept and Articles - Page 52

Holi hai!

Ladies and gentlemen….boys and girls… thanks for logging on today.

I'm super excited today. I got two of my closest friends – Rani and Preity- to come on the show and celebrate Holi with me. It was super fun and you'll see it all tomorrow night.

It was great fun having both of them over. Not only did the two win good amount of money for their respective causes but I also got to cover them in colour. But the best part was that I got to scare them too. You'll see what I mean!

But that also brings me to an important thing I want to discuss with all my boys and girls today. Please do play Holi and have lots of fun but remember to be safe and respect others. I often read about balloons with eggs and other not so nice things being thrown on people in the name of Holi.

Have fun, play with your friends and family but keep it clean. The other day I heard of someone walking for an interview dressed in their best when someone threw a balloon on them from the top of a building. Now the poor fellow not only got wet but couldn't reach for the interview… quite upsetting.

So therefore play safe and play with colours that only come off by the time next Holi is round the corner. Have clean and innocent fun…

On that peaceful note I'm going to run away and hope to catch you tonight.

Lots of love…


SRK
February 28th, 2007, Wednesday

KBC News - Rani and Preity add colour to KBC


Rani Mukherji and Preity Zinta join SRK on KBC tomorrow night

Holi, the Indian festival of colours, is round the corner and with one of Bollywood's most colourful star hosting KBC it was only natural that SRK invited two of his closest friends from the industry to celebrate with him. Joining Shah Rukh on KBC tomorrow night will be Preity Zinta and Rani Mukherji. [Insert pic 10] Looking absolutely ravishing in a pale blue sari Rani looked quite nervous at the start of it. "I am absolutely petrified! I haven't had the time to prepare. Shah asked me to come on the show and there is no way in this world I can say no to him for anything. And so I'm here but in between all my shoots I just haven't had the time to do anything else at all," says the beautiful Bengali actress. Preity on the other hand looked absolutely ready for it. "I've been here earlier so I think I'm slightly more at ease. Sure I am nervous about the money because it's not for me but for a cause I'm supporting. I do read a lot in my spare time so I'm hoping I should be able to answer some of the questions. Otherwise God help us!" she says in her usual candid manner. [Insert pic 20] Accompanying Preity was good friend and associate, Inder, who seemed to scare whole lot of people on the sets with his menacing looks.

Making use of Shah Rukh's Thinking Cap sure helped Preity give a whole lot of answers while her husky voiced partner, Rani, seemed happier jumping in with an answer every once in awhile. And the one time she decided to go with her instinct and chose to lock down on an answer it was at one of the most crucial time of the game. [Insert pic 28] So you see it's not just looks as far as our Bollywood beauties are concerned. Well, atleast not for these two!

Wednesday, February 28, 2007

KBC News - Guggi's back on the Show!

Guggi, a contestant from the first episode, was back on KBC.

SRK's first KBC contestant to crash on the show, Ramakrishnan Guggila from Andhra Pradesh, was back on KBC this week. When Gugs – as Khan had nicknamed him- crashed mercilessly from 3, 20,000 to 20,000 rupees, Shah Rukh had gifted him his own watch to make up for Guggila's loss. And this time Gugs was back to give a gift to his favourite star!

Sitting in the audience Guggila enjoyed seeing Khan quiz others and could be seen reminiscing the time when he was on the Hot Seat himself. Khan, however, was unaware of his presence. At the end of the recording, when Khan was performing his routine photograph rounds with the FFF contestants Guggila joined in to handover the gift and took Shah Rukh completely by surprise.

"When I lost Shah Rukh gave me his own watch. At that time I didn't know how expensive it was and honestly speaking he didn't have to do it. And I really got on really well with him. So therefore I wanted to give him something that was mine and of importance to me so that I could show him how much that gesture of his meant to me," says Guggila.

And what did he gift him?

Ironically Guggi gave SRK a watch. "This watch that I have given him was given to me on my marriage by my wife. I have a huge emotional attachment to it and therefore I felt it was the best thing that I could give to a man who already has everything in life but something that symbolizes my emotions," explains Guggi.

Khan who was completely taken aback by the gesture says it is things like that these that make him feel good about life in general. "You know for once in my life I'm speechless. I don't know what to say or do. I didn't expect this. And for him to have come back all the way to give me something that is so meaningful to him … all I can say is that I'm highly honoured that he finds me worthy of it," says the utterly modest King Khan.


Tuesday, February 27, 2007

http://kbclive.indya.com/news/news_guggi.html

KBC News - Kids should copy SRK, says Deepak

Deepak, a teacher, says that kids today should learn a lot from King Khan.

SRK's Hot Seat contestant, Deepak believes that all the children who look up to SRK should not only copy SRK's hair style but also try to copy SRK's success story. And Deepak is not the first and definitely not the last to say so.

"Shah Rukh is a great example for everyone. When he joined this industry he had nothing and today he has everything. And he isn't shy to admit it – that's the best part! I want everyone and especially kids who are growing up right now to know that the story to success is right here before you every night. Learn from him. Hard work always pays," says Deepak.

Khan has always been very open and matter of fact about not having anything when he started his career in Bollywood. "When I came here for the first time I was a struggling an actor and today, yes, I am doing well for myself. But that has come after a lot of hard work. And I don't think that special to me only. In other industries you will find more successful people than me and that hasn't come overnight to anyone. Everyone who wants to succeed in life and makes it big does it purely on his or her own hard work."

Another teacher and previous contestant Padmaja from New Bombay also felt that Shah Rukh was a great example for the youth. "I always tell my students learn from him. He is the epitome of success through hard work and for achieving great heights in life. And one his best quality is how down to earth he has continued to remain. That's the greatest trait that very few can maintain at such levels of stardom and success."

"When I agreed to do this show one of the main reasons was little children. I want kids to get more involved in learning. It's very important them to understand, to learn and have knowledge. And therefore I talk to them through my show every day and the Khan ka Gyaan I mention at the end of the episode is surely for everyone but more so for the little kids growing up. Work hard in life and nothing can stop you from achieving your dreams. If I can do it, so can you," Khan says motivating his young fans.

Tuesday, February 27, 2007



http://kbclive.indya.com/news/news_kids.html

King Khan Khelenge'Holi Ke Rang'

The festival of colors 'Holi' this year will smear the spirits of one & all! KAUN BANEGA CROREPATI, together with the host King Khan and reigning beauties-Rani Mukherjee & Preity Zinta get set to color the nation in masti & style, on the 'Holi Hungama' special of KBC, Thursday, March 1st, 10.00 p.m. only on STAR PLUS!

Starting the show in his inimitable andaaz SRK, warms-up everyone's mood as he opens the show humming the tune of the popular number from his latest movie Don and in his unique style he introduces both Rani & Preity on the show leaving the audience applauding and wanting for more!!

The suave Rani and stunner Preity with oodles of grace begin the game, as they announce to donate their prize money for charity to Holy Family Hospital (which looks after children with heart problems) and Himachal Pradesh Red Cross, respectively.

Living upto the true spirit of 'Holi Hungama', SRK introduces the colorful lifelines of the show, as-50:50 Ki Pichkari Hai; Audience Poll Ki Gulaal Hai; Phone A Friend Ka Rang Hai and Flip Ki Gujjia Hai! He also asks the ladies to smile and give out their answers and instead of 'Freezing' it, he insists them to ask him- 'Yeh Jawab Ko Rang Laga Do Shahrukh'!

As the fun-filled show progresses Host SRK gets into the mood to play HOLI with his celebrity guests.He light-heartedly threatens Rani & Priety, to watch for the colored water-balloons which he aims at them and assures will only leave their hair a little messy...

With the Holi Hungama, Questions & Answers, Lifelines & Prize money, Dialogues & Mast. The Trio will also be seen shaking a leg on the popular track 'Mahi Ve'. All through the show SRK offers both the ladies sweets to eat and to keep the mood of the occasion & festivity every now & then puts gulaal on them. Well, you thought that's over??? King Khan's guests are no less, as they know the trick of the trade better. Watch out for what they do...how they do and will King Khan have any lifeline to save him from this??? All this and much more...

So catch the colors & spirits of 'HOLI HUNGAMA' on KAUN BANEGA CROREPATI, Thurs, March 1st, 9.00 p.m. And celebrate the festival of joy, friendship and love...only on STAR PLUS!

Shah Rukh Khan gets personal with Compaq NEW!

By Businessofcinema.com Team
28 February 2007, 05:30 PM

MUMBAI: With Compaq creating innovative brand integrations on Star Plus' Kaun Banega Crorepati (KBC) host and Compaq brand ambassador Shah Rukh Khan has made the (branded) computer, the central character on the show.

While adding a regional flavour to the show by terming Compaq as Compaq Dada or Compaq Garu, depending on the origin of the participant, SRK has personified the computer - around whom the entire show revolves.

Khan says, "There's no room for kuccha-kuccha about the fact that the PC is today an integral part of our lives, empowering us to succeed. I am glad to be associated with the Compaq campaign that aims to empower the masses. As a techno-freak myself, the PC to me is a virtual extension of myself, and my best friend with whom I not only work but also play and entertain."

Hewlett-Packard India head of marketing, personal systems group Shuchi Sarkar adds, "The Compaq 'Kal Tumhara Hai' campaign has been conceptualized on the strong belief that the PC empowers users to achieve their dreams. While in a TV one can see other's dreams happen, the PC enables the user to realize his dreams. The target is to make the PC the second or the third durable in every household. We are leveraging the association to leverage SRK's charisma and mass popularity to educate consumers on the proposition of empowering people with their PCs."

The company is focusing on strengthening its "Kal Tumhara Hai" consumer education programme through non-traditional platforms such as brand integration shows, online communities, school contact events and viral campaigns.

Hewlett-Packard India is also launching a special ad "Compaq Chowdhury" with Shah Rukh Khan for Compaq. The new ad will personify the computer to enhance the personal connect in a regional flavour for its "Kal Tumhara Hai" brand campaign.

The new ad to be launched across the country will be customized in the local lingo of the region. "We will continue to create interesting brand integration around KBC, while also spawning other similar initiatives to drive the mass appeal for the brand through Shah Rukh Khan," Sarkar says.

http://www.businessofcinema.com/?file=story&id=2512

All that will happen on KBC this Holi…

By IndiaFM News Bureau, February 28, 2007 - 02:10 IST

The episode begins with SRK humming and singing:

"Aare tumko ka batahi bhaiyya... Humra ka haal hai. Nikhle the hum Halwa khane, muh hi jal gaya hai…(to which the audience shout Holi Hai)

He then begins to say one-liners to which the audience enthusiastically replies in unison.

'Bhaiyya gajab macchi hai'
'Kaisi Shaam saji hai'
'KBC ke jalwe'
'Khao Puri Halwe'
'Rang ke sang Bhang hai'
'Duniya dekh dang hai'
'Mile hai sab hum joli'
'Mana Rahe hai holi'
'Ho Jai KBC mein Holi'
'Bula Le Holi ke toli'

He then begins to introduce the two celebs.

"Aaj main thoda 'Shayarana' ho gaya hoon apne khayalon mein. Toh maine bhi kuch likha hai, toh mulaiza farmaiye!

'Toh saaf dil ki jaise ho ganga pani. Gussa Bangal ka tiger sa ...grrrrr…(growls)

Choti si pyaari prem kahaani..Aankon mein hain..Acting bhari awaaz hai sexy…

Yaani sirf yeh tamanna dil mein hai, ki jab yeh ban jai dus bachchon ki nani..tabh bhi mujhe yaad rakhe mere dost meri RANI.'

Ok ab shuru hota hai dusri ki kahaani.

"Aanko aanko mein yu hi raat beeti hai..soch kar yeh ki jab subah usko dekhenge toh kaise maarenge usko seeeti! After saying this he tells the two ladies 'yeh meri poem hai please' to which they both start laughing. He then continues…

Gaalon mein Pyaare se gadhdhe par haath uska hathoda hain, par lekin kahin log ka muh bhi thoda hain. Apni terms par jeetin hain…duniya ke kareebon ki mallika hain..Pretty..pretty…PRIETY "

On being asked by Shahrukh, to which charities they are donating their prize money…

Rani: 'I am giving my prize money to the Holy Family hospital, which looks after children with heart problems, but they do not have a ward for the kids….

SRK: 'you love children, don't you?

Rani: 'yes'

SRK: 'Main dua karta hoon ki aapko 100-150 bachche ho…Poore hamare dus cricket team aapke bachchon se bane.

Preity: 'I am giving the prize money to the Himachal Pradesh Red Cross'

So SRK tells them that he hopes they win loads of money for their respective charities and that he also gets loads of smiles from them in return, to which the sassy Preity smiles and says 'Ting'

SRK (to Preity): "you know you are the only heroine in the whole world who has one dimple"

Preity: and you have two dimples…

SRK: (cutely smiles) two Fat…Fat dimples.

SRK then explains the rules of the game to them and introduces the various lifelines as

1) 50:50 ki Pichkari hai

2) Audience poll ki gulaal hai

3) Phone a friend ka Rang Hai.

4) Flip ki Gujjia hai.

He also tells them to smile and give out their answers and instead of saying 'Freeze Kiya Jai' he asks them to say 'Rang laga de'

After giving out their answer to their first question, both the ladies together in full unison and josh say 'Yeh jawab ko Rang laga de Shahrukh'

SRK also asks them what kind of a man they would like to marry, considering the male fan following right from young boys to old men.

Preiti: "I'd like to marry someone who is normal and jo jhooth nahin bolta, jo andar se khubsoorat ho"

SRK: So you would open the guy's mouth to see if he is beautiful from within? (Which has the two beautiful ladies splitting with peals of laughter?)

Rani: says that she would like to marry someone who will genuinely love her.
SRK also asks them what they would do if they got fast money like this every now and then...

SRK (to Rani): "I know you're a shopoholic and that you would definitely shop."

Rani: "No"

SRK: "Bhagwaan ko haazir naazir karo aur bolo ki main shopping bilkul pasand nahin karti"

Rani: (sheepishly) I love shopping!

(they burst out laughing).

SRK: Preity, which is the latest gadget you have bought that, is completely useless?

Preity: I had purchased a hair clip on which there is a small insect and inside it there is a secret camera.

Rani: "you got a spy camera?'

Later on as the episode progresses, Shah Rukh tells them that as a kid he was a 'Battameez' so to live up to that he will throw water balloons at them and says that only their hair will get slightly messy. On hearing this both of them say 'No! ' in unison and Preity tries to seek shelter with her dupatta.

He also asks them to say something in their own mother-tongues before each break… Rani says something in Bengali which leaves Shahrukh confused and thoroughly amused to which he makes all sorts of funny faces and quizzical looks from behind her.

Then he requests Preity to say something in Punjabi her Mother tongue during the next break…She sweetly clears her throat and says "Tussi cheti cheti jao, Te cheti cheti vapas aao. Assi ithe hi toda intezaar karenge." She then asks SRK and Rani to join her and together they sing…

"Saddhe naal rahoge toh Aesh karoge…Zindagi ke saare mazze cash karoge...Balle! Balle!

He only returns the favour by taking another break by saying something in Urdu.

They also do a small jig to the 'Mahi Ve' number. During the course of the episode he also offers them sweets to eat and to the mood of the occasion he puts a gulaal tikaa on their forehead and they in return put gulaal on his cheeks.

Lastly as the show comes to an end, He mentions certain dos and don'ts to the viewers and audience of KBC.

When putting gulaal on people, do not put too much on them that they turn red with anger.

Kisi par rang daaliye, math itna nahin ki rang mein bhang padh jaaye.

Gubbare aasmaan mein udaaye, sadak par chal rahi kisi ladki par nahi.


• Aur holi ke rang ki tarah, dusre ke jeevan main hasi khushi ka rang bhar de
.

While giving these words of advice Rani interrupts and requests him to also mention not to fill ice or raw eggs into balloons, as Holi is a festival of joy, friendship and love.

http://www.indiafm.com/slideshow/2007/02/28/74/index6.html

Gracella😛

Maybe alvida - Harshikaa Udasi

ARTS & STYLE

Will this season spell the end for Kaun Banega Crorepati?

At this moment, being Shah Rukh Khan is not an easy job. He has just finished shooting one episode of Kaun Banega Crorepati, a show that is under fire from all sides, completed a television interview, and will walk into another episode to say his trademark 'ladies and gentlemen, boys and girls' line, before wrapping up the day with a brand endorsement for a suitings' line. So it can be easily forgiven if he forgets a few formalities in the quiz show. Or can it?

SRK on the KBC sets is his usual self; all style, yet warm. He is affable with the contestants and at ease in the hot seat, even value-adding to some questions and going great lengths to explain it to a contestant. With the audience, his connect is amazing. Let's say if it were a women-only crowd, the set would shake. SRK obliges every section of the crowd, flying kisses to them and posing specially for the teenyboppers who have come to get a glimpse of the star.

As for the performance as a host, it is not flawless. The smaller mistakes, like forgetting to give out the right answer before bidding adieu to a contestant, can be re-shot. But letting out something like 'the audience has the wrong answer' before the contestant can even take the lifeline of an audience poll is a no-no. (Every time a question is asked, the host knows the answer of the audience through the voting pad mechanism. If let out, it will definitely colour the contestant's choice of lifeline.)

While the verdict is divided on whether the show is working and how SRK compares with Amitabh Bachchan as a host, STAR is doing its best to say it has effectively thwarted any advances from rival channels to oust it from the top slot.

In a press statement, commenting on the opening numbers of KBC, Sameer Nair, CEO, STAR Entertainment India, said: "At the outset, we had set three objectives for ourselves for KBC with SRK: strategic-to ensure that STAR PLUS continues to dominate viewers' hearts and minds; tactical-to gain clear leadership in the 9-10 p.m. weekday primetime band; and commercial-to allow us to ensure that the cricket World Cup does not dent our revenues. We have conclusively met all our objectives."

According to media monitoring agency TAM, the TVR (television viewership ratings) slipped from 12.3 to 10.4, 7.4 and 9.2 in the first four days of the opening week. This was less than what Amitabh Bachchan raked in during the second season: 19.74, 15.07 and 10.33 in the first week in 2005, though even his ratings slid. Of course, this was no comparison at all to the first KBC series: 10.59 and 10.79 in the first week, 13.64 and 14.32 in the next weeks, reaching a peak of 26.55 within four months of telecast.

STAR counters this saying it has gained market share over Zee and that the first episode of the season reached 23.3 million viewers, 5 million more than the initial reach of KBC 2. It also contends that the show has led to a rejuvenation in the Hindi general entertainment viewing by 25 per cent.

But industry experts feel that though the 'reach' of SRK may be working for KBC ('reach' being the number of people who saw the show for at least a minute), the 'stickiness' (or the people who tune in daily to watch him) is not in SRK's favour. Viewer fatigue with the KBC format could be the main reason for this. Not much has changed in the three seasons of KBC as it is a pre-formatted show with little scope for differentiation.

KBC or no KBC, the Shah Rukh-Bachchan face-off is fuelling debates across the country. SRK is utmost respectful about his predecessor's popularity but he says he has made the contestants of the show into superstars. King Khan has been signed on for two seasons but the buzz is that STAR will decide whether the show will continue for the fourth season on the basis of the response to the current run.

http://week.manoramaonline.com/cgi-bin/MMOnline.dll/portal/e p/theWeekContent.do?BV_ID=@@@&contentType=EDITORIAL§ionN ame=Entertainment&programId=1073754907&contentId=2102317

INTERVIEW/SHAH RUKH KHAN

I don't think I am a superstar

By Harshikaa Udasi

You had once said about your own expectations of 'KBC' that you wouldn't like to let Amitabh Bachchan down. Have you come close to your expectations?

The idea is that you don't let the team down. Personally, I have no expectations. I just do my job. I believe that the process of work should make me very happy and the process of working with the KBC team has made me the happiest in the last 17 years of my working life. I have been signed on for one more season of 50 episodes but that depends on the producers.

Is it embarrassing to be compared with Bachchan on the fees you take home?

If it is not embarrassing for you, it is not so for me. For people, it may be important to know how much I make but it's certainly not important for me to divulge [it]. Salary has never been an important issue. In that sense, I am a well-to-do man. I have been paid well for all my jobs. I have never asked a producer for a certain amount. I have accepted whatever cheque has been sent to me. My fees have been exaggerated by the media.

How do you deal with success and failure? With movies, you deal with a release once in a few months, with a television show it is daily.

Movies are very important. They are my mainstay. As an actor, I try not to find out how my movie is doing. As a producer, I do call up and ask how's it going. I may ask my driver, kaisi hai picture. All that matters [as an actor] is that my producers gain money and I get some mileage. As a producer, I want to know if my company lost money. If we have, I dance at a wedding or do an ad.

Should we believe that a new age actor of your stature is not financially savvy?

People think I am financially savvy. I am not. I have been lucky. Seldom do people underpay me. My accountant does my financial planning. I just tell him to let me know how much to make so I can buy what I want to and pay the tax. Right now, I am looking for an office, but they tell me it is too expensive.

All I tell them is that you let me know how much and I will earn it. My house is unaffordable. But I loved it and had to buy it. I am very retail-like in my approach. I know how to open shop in the morning and run it through the day and at the end of the day when I shut shop, I should have enough money to pay off the electricity bills and my people.

How does it feel to be monitored by the media daily as part of 'KBC'?

I really don't think about it. I get back home by 10 [p.m.] so I don't watch it.

I am not the superstar of the show. My job is to make them [the contestants] superstars for an hour. The Gugis, the Padmajas or the Rachnas, I have been able to make them icons.

You have always said no to Hollywood. Movies, television, ads... what next?

You say no to something you have been offered. Not that I haven't been offered anything, but they have not been good enough. I believe I should not play a badly accented Indian.

What next?

Well, nothing. The show never ends. An actor is supposed to reinvent. It's the lines I say that excite me. The thought of what next itself excites me. I am going to walk on to the sets in 10 minutes and say, 'ladies and gentlemen, boys and girls...' that is exciting. If you feel you are going to get it right always, it is complacency. If you think you are going to be wrong all the time, it is disappointing. But if I don't know if what I am going to do will be right or wrong, that is exciting.

What's important for you in a project?

The people I work with. I have been working for so many years that it matters most to me whom I am going to spend the next 110 days of my life with. I better be with people I like. Money will come. Sometimes the show could get screwed, but the experience with the people has to be a hit.

That's why I end up working with the same set of people.

And get accused of 'campism'?

The last I heard I was the camp. But there is one thing about the film industry. It is the most secular place. There is no 'campism', there just can't be. The industry is all about survival. What works sells. We are artistic and commercial-minded people; such people strive for nothing but excellence, and friendship be damned.

The response to 'Kabhi Alvida Naa Kehna' was not very welcoming.

I knew that with Dev, Raj and Rahul would have to die. Since he is a complete antithesis to them. But I was very clear that I should do it.I am not like any of them. Personally I didn't agree with Dev. I didn't agree with Don either. Possibly I am very conservative. But you are an actor. Saif [Ali Khan] is not like Langda Tyagi nor does Hrithik [Roshan] know how to fly but they have done exceptionally well in Omkara and Krissh.

Who do you think is going to be the next generation superstar?

I don't see it happening in a long time. After 20 years, I don't know who's there. People say that I sound pompous but the truth is I don't think I am a superstar either. We place stars on a pedestal and then break them, too.

Are you associated with social causes?

Well, I am a good human being. It's Islamic and I don't like talking about it. I don't call the media and give a rose to a cancer patient. I am impulsive so I may go at 2 a.m. to help someone.

How can you joke about yourself and Karan Johar?

Because it is a joke. You joke about something only when it is unreal. If people speculate about a relationship with Karan, it's their coarseness.

You are so energetic… how will they keep you fixed at Madame Tussaud's?

I guess the wax model will melt! Actually the people from Madame Tussaud's told me I was one of the best still models they had met. Usually they take four hours for the measurements; with me they completed it in an hour.

http://week.manoramaonline.com/cgi-bin/MMOnline.dll/portal/e p/theWeekContent.do?BV_ID=@@@&contentType=EDITORIAL§ionN ame=Entertainment&programId=1073754907&contentId=2102317

Compaq's stud SRK promotes fresh campaign 'Compaq Chowdhury'

Indiantelevision.com Team
(28 February 2007 8:00 pm)

MUMBAI: Following its brand ambassador, Compaq opted to be integrated into Kaun Banega Crorepati (KBC) by which the brand has not only become the second central character on the show but has also been given a local attribute with names like "Compaq Dada or Compaq Garu."

The Compaq-KBC association is built on the synergy around the proposition of empowerment and attempts to reach out to the masses with the brand's "Kal Tumhara Hai" message. Taking forward its brand integration initiative on KBC, Hewlett-Packard India is launching a special advertisement titled "Compaq Chowdhury" with Shah Rukh Khan for its brand.

The new ad will personify the computer to enhance the personal connect in a regional flavour for its "Kal Tumhara Hai" brand campaign. Similar to the regional flavor that SRK adds on the show by terming Compaq as Compaq Dada or Compaq Garu, depending on the origin of the participant, the new ad to be launched across the country will be customized in the local lingo of the region.

Through this campaign HP is targeting to educate consumer that Compaq Chowdhury is your best friend who not only entertains you with movies, music, games, TV shows, but empowers you with a career-edge, informs an official release.

Hewlett-Packard India head of marketing, Personal Systems Group Shuchi Sarkar said, "The Compaq 'Kal Tumhara Hai' campaign has been conceptualized on the strong belief that the PC empowers users to achieve their dreams. While in a television one can see other's dreams happen, the PC enables the user to realize his dreams.

"The target is to make the PC the second or the third durable in every household. In the 21st century, Desktop PCs are not only a boon for professionals but also a useful aid in children's education. We are leveraging the association to leverage SRK's charisma and mass popularity to educate consumers on the proposition of empowering people with their PCs."

The company is thus focusing on strengthening its "Kal Tumhara Hai" consumer education programme through non-traditional platforms such as brand integration shows, online communities, school contact events and viral campaigns.

"We will continue to create interesting brand integration around KBC, while also spawning other similar initiatives to drive the mass appeal for the brand through superstar Shah Rukh Khan," adds Sarkar.

http://us.indiantelevision.com/mam/headlines/y2k7/feb/febmam 97.htm