Amitabh Bachchan may have been in the news for carrying the Olympic torch but his big TV plans are underway with THE POWER OF knowledge as the central theme, Sony Entertainment Television today announced yet another path breaking marketing and communication campaign Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai as the communication theme for the upcoming season of the most popular game show on Indian television Kaun Banega Crorepati2012. This is what campaign head , Danish Khan, Senior Vice President & Marketing Head, SET says, "This years KBC campaign celebrates the power of knowledge a great leveler in our society, also a potent change agent. Our brief to Leo Burnett was to bring this thought alive with real people in real context. The campaigns philosophy is a common mans philosophy and is relevant to todays India. The campaign thought captures the core value of the show. We aim to reach out to a larger set of audience and provide common man a unique chance to change his destiny. After launching award winning campaigns for KBC in the last two seasons Koi Bhi Sawaal Chhota Nahi Hota and Koi Bhi Insaan Chhota Nahin Hota, this year SET brings forth an interesting point of view on the various biases that our country is plagued with. The campaign is conceptualized by Leo Burnett, the creative agency for Sony Entertainment Television.