Mumbai, August 5, 2026: Before the first question is asked on Kaun Banega Crorepati (KBC), India’s leading brands have already locked their answer. Reinforcing its position as one of India’s most coveted advertising properties, KBC Season 18 on Sony Entertainment Television heads into its August launch with a strong and diverse roster of over 25 sponsors. As this season unveils its compelling new theme – ‘Sochna Padega’, celebrating the power of applied knowledge, advertisers have once again chosen to align with a property that consistently delivers unmatched scale, trust, and cultural relevance.
Marking its debut on KBC 18 is Google Gemini who joins returning partner Maruti Suzuki and Aditya Birla Group as Co-Presenting Sponsors. The diverse sponsor roster brings together a robust mix of long-standing partners and first-time advertisers, reflecting KBC’s enduring ability to earn advertiser trust, deliver meaningful brand impact, and remain one of India’s most coveted platforms for brands looking to participate in culture at scale.
The sponsor lineup continues to grow, with India’s biggest and most influential brands rallying behind the franchise. Joining this year’s roster are UPI (NPCI), UltraTech Cement Ltd., Stable Money, PhonePe, and Gowardhan Ghee as Co-Powered by Sponsors, underscoring the platform’s unmatched scale and marketing impact. Further strengthening the roster, Polycab, Dr. Fixit, Bharat Petroleum, Colgate, Laxmipati Sarees and AU Small Finance Bank come on board as Special Partners, while the lineup of Associate Sponsors now includes Amazon India, Kalyan Jewellers, Jaquar Lights, Ai+ Smartphone, Policy Bazaar, ReNew, Godrej Enterprises Group, Director Special Elaichi, ITC Aashirvaad Atta, Zed Black Agarbatti, Bikaji and AMFI (Association of Mutual Funds in India). Reinforcing the franchise’s enduring credibility and trust, the Reserve Bank of India continues its longstanding association with the show.
COMMENTS:
Akshay Agrawal, Head – Linear Ad Sales, Sony Pictures Networks India (SPNI):
“Kaun Banega Crorepati continues to be one of India’s most trusted and credible entertainment franchises, offering advertisers far more than just scale. The strong response from advertisers this season, with over 25 sponsors already on board ahead of launch, underscores the IP’s enduring value and its ability to deliver beyond reach. Its strong family co-viewing appeal and the credibility associated with Mr. Amitabh Bachchan makes it a powerful, brand-safe platform for meaningful engagement. As advertiser expectations continue to evolve, we are focused on creating bespoke, content-led partnerships that integrate brands naturally into the KBC ecosystem, enabling deeper engagement and delivering measurable business outcomes.”
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.”
Ajay Dang, President, Head – Marketing, UltraTech Cement Ltd.:
“UltraTech Cement and KBC come together through a shared belief in perseverance, purpose, and progress. We are proud to be part of a platform that inspires millions to take the next step with confidence.”
Saurabh Jain – Co-founder, Stable Money:
“Kaun Banega Crorepati and Stable Money are built on the same belief – that the everyday Indian family, given trust and the right knowledge, will always choose a better future. Families across 3,500 cities have booked over ₹7,000 crore in fixed deposits with us, choosing to grow their money safely. That’s why we’ve returned for a second season – to take this mission further. And to do that, there’s no voice India trusts more than Mr. Amitabh Bachchan, and no stage more credible than KBC!”
Shwetal Basu – Senior Vice President, Brand and Marcom, Polycab:
“Our continued partnership with Sony for Kaun Banega Crorepati reflects the trust and impact this collaboration has consistently delivered for Polycab. As we return for a second season, we are proud to partner with India’s most trusted television platform, further strengthening Polycab’s leadership as India’s No. 1 wires and cables company and the trusted choice for safe electrical solutions.”
Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries Ltd.:
“At Dr. Fixit, we believe leak-proof structures are built on expert solutions and best-informed choices. Kaun Banega Crorepati has always inspired people to trust the power of knowledge and make the right choices. That’s what makes this association a natural fit. KBC celebrates informed decision-making, a value that mirrors Dr. Fixit’s promise as India’s Waterproofing Expert. Through this partnership, we hope to encourage homeowners and professionals to make the right waterproofing decisions, helping protect what matters most. The expert guidance today can help create stronger, safer and leak-proof homes and structures for years to come.”
Uttam Tibrewal, Deputy CEO – Retail Banking, AU Small Finance Bank:
“Kaun Banega Crorepati has inspired generations of Indians to dream big and pursue new possibilities. At AU Small Finance Bank, we strive to support those aspirations by helping customers achieve their financial goals and build a better future. This partnership brings together two brands united by a common purpose: empowering people with opportunities and helping them realise their dreams.”
Raman Malik: Head PR & Brand at Bharat Petroleum Corporation Limited:
“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.”
Kaun Banega Crorepati Season 18 premieres from August 10, 2026, airing Monday to Friday at 9:00 PM, only on Sony Entertainment Television and Sony LIV.
About Sony Pictures Networks India Private Limited (formerly known as Culver Max Entertainment Private Limited):
Sony Pictures Networks India Private Limited (SPNI) is an indirect wholly owned subsidiary of Sony Group Corporation, Japan.
A leading media and entertainment conglomerate, SPNI comprises 29 Premium Channels in both SD and HD formats, including leading Hindi General Entertainment Television Channels – Sony Entertainment Television; Sony SAB and Sony PAL; Marathi General Entertainment Channel – Sony Marathi; Bangla General Entertainment Channel – Sony AATH; Hindi Movie Channels – Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans – Sony Sports Network comprising Sony Sports Ten 1, Sony Sports Ten 2, Sony Sports Ten 3, Sony Sports Ten 4, Sony Sports Ten 5; Kids Entertainment Channel – Sony YAY!; English Movie Channel – Sony PIX; Factual Entertainment Channel – Sony BBC Earth; Free Ad-Supported Streaming Television (FAST) channel in the US and Canada – Sony KAL; Digital entertainment OTT platform – Sony LIV and the independent production venture for original content and IPs for TV and digital media – Studio NEXT. This Network reaches out to over 700 million viewers in India and is available in over 150 countries.
Recognised as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, Exemplars of Inclusion in AVTAR & Seramount’s Most Inclusive Companies Index 2024 and listed as one of the 100 Best Companies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional people practices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards 2024 for Best Employee Engagement Program and Best Games Based Learning Program.
SPNI is in its 31st year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited, and an affiliate, Bangla Entertainment Private Limited in India.
For more information, log onto www.sonypicturesnetworks.com
About Sony Entertainment Television:
Sony Entertainment Television (SET), one of India’s leading Hindi general entertainment television channels, is a part of Sony Pictures Networks India (SPNI). Since its launch in October 1995, SET has created a unique space of being the ‘Thought Leader’ in the Indian Television industry with path-breaking content and innovation in the entertainment business.
Over the years, SET has continued to bring forth an impressive array of impactful urban stories delivering on the promise of novelty, variety, and quality with finite shows like Jassi Jaisi Koi Nahin, Heena, Bade Acche Lagte Hain, Kuch Rang Pyaar Ke Aise Bhi, Patiala Babes, Beyhadh, Ek Duje Ke Vaste, Mere Dad Ki Dulhan, Kathaa Ankahee and several others. Apart from these, socio-mytho and historical shows like Shrimad Ramayan, Mere Sai, Vighnaharta Shree Ganesh, Porus, Chandragupta Maurya, and Punyashlok Ahilyabai amongst others have also enjoyed positive viewership.
SET pioneered new waves in television programming with home-grown formats like Super Dancer, Superstar Singer, and India’s Best Dancer. Furthermore, SET revived Kaun Banega Crorepati, which redefined its weekday appointment viewership and introduced viewers to a globally acclaimed business reality show with the launch of SharkTank India. Shows like Indian Idol, Jhalak Dikhhla Jaa, The Kapil Sharma Show, Comedy Circus, and Dus Ka Dum have further strengthened its weekend leadership.
SET’s international feed is available across the US, UK, Africa, Europe, Canada, Australia, New Zealand, Singapore, Nepal, Bangladesh, Maldives, Malaysia, Indonesia, Fiji Islands, and Seychelles.
