The core message to this season’s campaign will bring a thought ‘Yahan Sirf Paisa Nahi, Dil Bhi Jeete Jate Hain’. During the special screening of KBC campaign preview, business head of Sony TV, Nathiket Vaidya Pant said, “This season of KBC will witness some new format and new life lines in it. Apart from the existing 5 life lines, few more will be added which will include a community helpline too. Also, campaigning will be done on a larger level as compared to other previous seasons. The host of the show, Amitabh Bachchan will promote the show in major 4 cities of India.