The 17th season of Kaun Banega Crorepati (KBC), hosted by Amitabh Bachchan, has premiered on Sony Entertainment Television and Sony LIV. The show continues to offer a unique blend of quiz-based entertainment and interactive features, including KBC Play Along, which allows viewers to participate in real-time through the Sony LIV app. This season, KBC has partnered with 15 sponsors across various categories, including Maruti Suzuki, Aditya Birla Group, and HPCL. Maruti Suzuki will award new cars to contestants who reach the Crorepati milestone and to the overall winner of KBC Play Along.
The show’s interactive extension, Har Din Lakhpati, has also been reintroduced, offering one participant the chance to win ₹1 lakh daily. Since its launch in 2018, the Play Along feature has enabled audiences to engage with the show beyond television, with real-time participation and leaderboard rankings. The 17th season of KBC continues to attract participation from both viewers and brand partners, with many brands seeing the show as a platform to connect with millions of people across India.
Ranjana Mangla, head of ad sales revenue at Sony LIV, stated that KBC has been a consistent platform for advertisers, delivering unmatched reach, engagement, and cultural resonance. She added that the show has been infused with a fresh creative treatment to keep it relevant and compelling. Other brand partners, such as HPCL, UltraTech Cement, and Pidilite Industries, have also expressed their commitment to the show, citing its ability to inspire and unite audiences.
The partners believe that KBC offers a unique opportunity to connect with their target audience, particularly in tier 2 and tier 3 cities. With mobile viewership surging, Sony LIV provides a platform for brands to engage with audiences who see KBC as a gateway to transforming their lives. The alignment of purpose between the show and its brand partners makes their partnership strategic and heartfelt. Overall, the 17th season of KBC is expected to continue the show’s legacy as a beloved and engaging platform for entertainment, education, and brand engagement.