Sony Entertainment Television's Kaun Banega Crorepati (KBC) Season 18 is returning with one of its strongest commercial line-ups, securing more than 25 brand partners ahead of its August launch. Built around the new theme 'Sochna Padega', the season positions applied knowledge at the centre of its storytelling while attracting advertisers across automotive, fintech, banking, FMCG, retail, infrastructure and digital services.
Google Gemini joins the quiz show for the first time as a co-presenting sponsor alongside returning partners Maruti Suzuki and Aditya Birla Group. The co-powered by roster includes UPI (NPCI), UltraTech Cement, Stable Money, PhonePe and Gowardhan Ghee.
Cross-Category Confidence
Special partners comprise Polycab, Dr. Fixit, Bharat Petroleum, Colgate, Laxmipati Sarees and AU Small Finance Bank. Associate sponsors include Amazon India, Kalyan Jewellers, Jaquar Lights, Ai+ Smartphone, Policy Bazaar, ReNew, Godrej Enterprises Group, Director Special Elaichi, ITC Aashirvaad Atta, Zed Black Agarbatti and Bikaji. The Reserve Bank of India also continues its association with the programme.
The breadth of categories reflects KBC's enduring ability to deliver mass reach while maintaining a premium, trust-led environment for advertisers. The addition of AI platform Google Gemini also signals growing interest from technology brands in integrating with culturally significant television properties.
A Multi-Layered Sponsorship Play
As India's media ecosystem becomes increasingly fragmented, marquee television franchises with consistent audience loyalty are becoming even more valuable. KBC's expanding sponsor roster suggests advertisers continue to view trusted, long-format entertainment as an effective platform for building awareness, credibility and long-term brand salience.
The Last Word
In an attention-fragmented market, trusted television franchises are evolving into multi-brand ecosystems where credibility—not just reach—has become the most valuable advertising currency.