After the most watched Dus Ka Dum app promo with Salman Khan, Nitesh Tiwari now directs the show’s campaign.

Dus Ka Dum, the game show that marked the debut of dumdaar Salman Khan on Indian television, will soon make a comeback after 9 years on Sony Entertainment Television (SET). Underlining the show’s core of testing the average Indian’s ‘Power of Observation’, the channel released its JisseZindagiSikhayeUsse Kaun Haraye campaign. The creative genius behind the biggest blockbuster film, Dangal and the award winning Kaun Banega Crorepati campaigns on SET, Nitesh Tiwari has conceptualized and directed, while Nikhil Mehrotra has co-written this campaign.

The core of the campaign stems from the thought that people learn from their own experiences and observe other people’s behavioral patterninvarious situations. These real/everyday life experiences become a foundation of their opinions. Each ad film will portray a contestant being tested on their observation skill and estimating what Indians think or do in real life situation.

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The ad film will feature the ‘dumdaar’ Salman Khan, who is the host of the show. Recognized for his affable skills and being a natural charmer, Salman Khan will bring a high quotient of fun into the game.


Danish Khan, Executive Vice President and Business Head, Sony Entertainment Television
“Dus Ka Dum celebrates life experiences of common people – greater and wider your life experiences, higher are your chances ofestimating the correct answer. This is the core of the show and it has been brought alive by master story teller Nitesh Tewari in his own trademark humour and insights. It is entertaining and sets the tone of the show. As always, it’s a pleasure to collaborate with Nitesh.

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Nitesh Tiwari
“I believe that some of the most fascinating stories come from real life. When we were briefed that DusKa Dum needs to be on the lines of ‘Ye Khel Hai Anuman ka, Salman ka aurPoore Hindustan ka’, we knew we had an opportunity of creating something which can be rooted in reality and be relevant to the game show and its viewers too. We also knew that we needed an idea which would lend itself to interesting executions. Finally, we found it in ‘Jisse Zindagi Sikhaaye, Usse Kaun Haraaye’. This thought allowed us to explore humourous scripts and interesting executions. It has always been a fun journey with the Sony Entertainment Television’s team and this time wasn’t any different.”