Description
India knew Macho. We had to make them remember HINT. A typical rebrand would rely on volume, more ads, more frequency, and more time. But in a low-involvement category, that approach is slow to build recall. We needed a more effective way to make the name stick. *KBC* offered something more powerful than reach, moments of peak attention, where stakes are real and India is fully invested. So we chose sponsorship, not for visibility, but for participation. In partnership with the show, we introduced a new lifeline: the Sanket Suchak Lifeline. HINT became the mechanism contestants used when they needed help. “Computerji, inko ek HINT toh dete hain.” Delivered by Amitabh Bachchan 100+ times, inside the most attentive moments of the show. Integrated across broadcast and SonyLIV, the collaboration ensured the brand wasn’t around the content. It was built into how the show works.
