KBC Play Along, connected-TV viewing and in-show integrations drive stronger advertiser interest in the new season
Kaun Banega Crorepati (KBC) Season 18 has recorded an 80% year-on-year increase in advertising revenue on Sony LIV, while premium CPMs are up 50% over the previous season. The growth comes as advertiser increase their investments in large digital entertainment properties and seek integrations that extend beyond conventional advertising spots.
Sony LIV is offering brands a combination of in-show integrations, KBC Play Along and access to viewers across connected TVs and mobile. The 120-episode season gives advertisers a sustained presence around one of India’s most recognised entertainment franchises.
The integrations this season have been built around the proposition of each brand. Google Gemini will power a lifeline, while Malkist will celebrate a contestant’s journey to the Hot Seat. Maruti Suzuki will feature as an aspirational prize, Bharat Petroleum will drive conversations around road safety and sustainability, and PhonePe will be integrated into conversations around financial goals.
Each brand has a defined role within the gameplay and the conversations led by Amitabh Bachchan. The idea is to make the integrations feel like a natural part of KBC and create associations that audiences are more likely to remember.
KBC Play Along adds a separate interactive layer on Sony LIV. It allows viewers to answer questions in real time as the game unfolds, giving brands an opportunity to engage with audiences during their participation rather than only through advertising breaks.
The growth of connected TVs has further expanded the digital opportunity around the show. Connected TVs retain KBC’s large-screen, family-viewing experience, while mobile allows individual viewers to participate directly through KBC Play Along. Sony LIV can therefore offer advertisers both shared household viewing and personal, interactive engagement around the same property.
Google Gemini, PhonePe, Malkist, Bharat Petroleum and Maruti Suzuki have joined as Co-Presenting Sponsors on Sony LIV. Director Special Elaichi and Jaquar Lights are the Co-Powered By Sponsors, while Polycab, Colgate, Ultratech and Gowardhan Ghee are the Special Partners. American Pistachios, Clove Dental, Vijay Sales, Kalyan Jewellers, HINT, ReNew, AI NOVA+, CERA and Kapiva are the Partners on Sony LIV.
For over two decades, KBC has built its identity around knowledge, credibility, and aspiration. Season 18 carries that forward through Sochna Padega, which focuses on the importance of thinking, interpreting, and applying knowledge in a world where information is instantly available.
Ranjana Mangala, Head – Digital Ad Sales and YouTube Business, Sony LIV-“In today’s cluttered advertising landscape, Kaun Banega Crorepati stands apart as one of India’s most powerful and enduring brand platforms. Rooted in the aspirations and values of modern India, KBC enables brands to become an authentic part of compelling stories rather than just advertising. The 80% growth in advertising revenue and 50% increase in premium CPMs show the value advertisers see in KBC on Sony LIV. Brands are not looking only for reach; they want a meaningful role within the content and opportunities to engage viewers across screens. KBC gives us the ability to combine in-show storytelling, the shared viewing experience on connected TVs and real-time participation through KBC Play Along. Our focus is to give each partner a role that fits naturally into the show. Whether it is a lifeline, a contestant’s journey to the Hot Seat, an aspirational prize or a conversation around financial goals and sustainability, the integration must be relevant to both the brand and the KBC audience.”
Kanika Kalra, Director, Marketing, Google India-“Kaun Banega Crorepati has always been a beacon of learning, and we are thrilled to see millions of users already coming to the Google Gemini app for registration guidance, sharpening their general knowledge through interactive challenges, and more. As we partner with Sony Pictures Networks India through this iconic journey, we look forward to serving as an interactive knowledge companion for households across the country – giving viewers and aspirants an engaging, intuitive way to explore new topics, expand their preparation, and satisfy their quest for learning.”
Raman Malik, Head PR & Brand, Bharat Petroleum Corporation Limited | Brand Management, Public Relations-Bharat Petroleum’s association with Kaun Banega Crorepati in our *50th year* celebrates our enduring bond with millions of Indians and our commitment to energising India’s progress through knowledge, aspiration and opportunity. This season’s theme, ‘Sochna Padega,’ reflects our belief that meaningful change begins with thoughtful action — and we’re proud to partner with a platform that has given hope to millions for over two decades, championing informed thinking and inspiring people to dream bigger.
Rituraj, Marketing Director of Mayora India– At Malkist, we believe that some moments in life are simply irresistible. As India’s No. 1 Cheese Cracker brand, our proposition is built around irresistible cravings. Earning a place on the KBC hot seat is an equally irresistible milestone, making this a natural partnership. Our long-standing association with Shri Amitabh Bachchan ji makes KBC Season 18 a meaningful extension, and we are delighted to be part of one of India’s most iconic shows, creating memorable moments for millions of viewer.”
Hosted by Amitabh Bachchan, Kaun Banega Crorepati Season 18 will air on Sony Entertainment Television and stream on Sony LIV from August 10, Monday to Friday at 9:00 PM.