Knowledge is the way to prosperity"KBC"

Of course, the story of year 2000 is not really complete without a mention of what was perhaps the biggest brand launch that year. "Samay ki koi pabandi nahi," said a smiling Big B as he patiently awaited the contestant's final answer on Kaun Banega Crorepati (KBC). But for millions of viewers watching the show on national television, suspense and nervousness ticked by every second.

It was the first time that a contestant on the hot seat was answering a question for the jackpot prize of Rs 1 crore! If that wasn't enough, Kyunki Saas Bhi Kabhi Bahu Thi, a tear-jerker soap, was waiting in the wings. Primetime TV had changed forever.

Says Anupam Vasudev, executive vice president, marketing, Star India Group, "There was nothing like them at that point in time. The former reinforced the middle class' belief that knowledge is the way to prosperity, while the latter portrayed the real Indian woman and family traditions."

And it is this emotional connect which worked in the favour of these brands. "What's common to all these brands is that they have been able to establish a connect on an emotional level with consumers, generating a sense of brand ownership among them... whether it was the 'My Qualis' campaign or the 'Tedha Hai Par Mera Hai' campaign of Kurkure, they all desired to be close to the hearts of their consumers," says Rajan Chibba, CEO of brand consultancy Intrim Business Associates.