"Koi bhi insaan chota nahi hota (Never underestimate anyone)" is what megastar Amitabh Bachchan is urging people in the newly-launched campaign of the fifth season of popular game show "Kaun Banega Crorepati".

After promoting "Koi bhi sawaal chhota nahin hota (No question is insignificant)" in the last season of the show, the actor will be seen anchoring the new philosphy of the game show in a series of five films, each with a distinct story and a distinct character.

"This year the challenge was to take the campaign and the thinking forward and build upon the hugely successful KBC campaign of 2010 - 'Koi bhi sawaal chota nahin hota'. This year also the campaign retains that distinct KBC flavour, while we take the thought forward, " Danish Khan, senior vice president and marketing head, Sony Entertainment Television, said in a statement.

The campaign is conceptualised by Chicago-based creative firm Leo Burnett.

"The thought 'Koi bhi insaan chota nahin hota' is rooted in yet another popular belief of our society that everybody inherently has capability to achieve something extraordinary. Hence, don't underestimate anybody - a right platform and good knowledge can transform life and KBC is that platform, " he added.

The fifth season of the show goes on air August 15.