$ cat a.txt
1.Anna
2.you
3.hihi, welcome
$ cat d.sh
#!/bin/sh
export keyword=hihi
awk -vn=2 -vm=1 -v bctvar="$keyword" 'BEGIN{FS=OFS=" "}$n=="#linux64"{$m=bctvar}1' label.txt >tmp.log
cat tmp.log
$ bash d.sh
1.wo
2.you
3.hihi, welcome #linux64