Kaun Banega Crorepati (KBC), India’s most iconic quiz show, has returned with its highly anticipated 17th season, exclusively on Sony Entertainment Television and Sony LIV. Hosted by the legendary Amitabh Bachchan, the show once again brings its unique blend of knowledge, dreams, and life altering moments, this time with stronger sponsor support and even bigger rewards for viewers.
KBC continues to stand tall as a household favourite and a trusted platform for brands seeking meaningful engagement. Season 17 sees marquee sponsors like Maruti, Aditya Birla Group, HPCL, reaffirming their faith in the show’s enduring impact and Sony LIV’s wide reach. Maruti showcases its commitment to innovation as the lead automobile sponsor, this season, it adds to the excitement by giving away brand-new cars to every Crorepati on the show and the overall season winner of KBC Play Along, making the rewards bigger than ever. HPCL strengthens its everyday connect with Indian households into the show.
This season, 15 sponsors from varied sectors including automobiles, condiments, home-building products, payment gateways, clothing, and mouth fresheners have come on board for the iconic show on Sony LIV. This diverse brand participation is a testament to the show’s wide appeal and the platform’s effective delivery.
The platform further strengthens its second-screen innovation with the return of KBC Play Along, featuring the hugely popular Har Din Lakhpati feature. This season, one lucky participant will win 1 lakh every day by playing live alongside the show on the app. First introduced in 2018, KBC Play Along has transformed KBC from a television show into an interactive nationwide event. Viewers answer questions in real-time, compete on leaderboards, and even stand a chance to be featured on the show or reach the hotseat!
The show’s continued success lies in its powerful storytelling, deep host-audience connection, and its consistent ability to deliver value to all stakeholders. With millions of daily active users, robust engagement metrics, and a strong track record of brand recall, KBC and Sony LIV together offer an ecosystem built on credibility and scale.
Ranjana Mangla, Head Ad Sales Revenue, Sony LIV- For over 25 years, KBC has stood as a bedrock of consistency for advertisers—delivering unmatched reach, deep engagement, and a cultural resonance that few formats can claim. It’s more than just a show; it’s a platform where brands find meaningful connection with millions across India. This season, we’ve infused KBC with a fresh creative treatment to keep it as relevant and compelling as ever. At Sony LIV, we remain committed to evolving with our viewers while staying true to the legacy of content that inspires and unites.
Ch Srinivas, Executive Director, Lubes, Hindustan Petroleum Corporation Limited- KBC has stood the test of time with its spirit of knowledge and the power of questions, while Shri Amitabh Bachchan continues to embody trust and inspiration for millions. At HPCL, we are committed to advancing India’s growth story. Our Lubricants portfolio reflects this commitment, supporting mobility on the road as well as productivity in industries and factories, so that across every sector, zindagi chale smooth.
Ajay Dang, President – Head Marketing, UltraTech Cement Limited- Kaun Banega Crorepati on Sony LIV continues to be a powerful platform that resonates deeply with our core audience, especially across tier 2 and tier 3 cities. Being on KBC and building ones own home is that once in a lifetime opportunity that can build their identity, make their family proud and elevate their stature in society . Ultratech Cement is proud to strengthen its association this season as a Special Partner on Sony LIV, in line with our commitment to being part of these aspirational journeys. With mobile viewership surging, Sony LIV allows us to connect meaningfully with audiences who see KBC not just as entertainment, but as a gateway to transforming their lives. This alignment of purpose makes our partnership both strategic and heartfelt.
Swati Jha, Chief Marketing Services, Pidilite Industries– For over two decades, both Kaun Banega Crorepati and Dr. Fixit have been trusted companions in people’s lives, one empowering through knowledge, the other protecting homes with expert waterproofing. At the heart of this bond is Mr. Amitabh Bachchan, who embodies the shared values of trust and credibility. Through our association with Sony and Sony LIV this season, Dr. Fixit will continue to reinforce the belief that, just like knowledge, a strong home is built to last.
