Sony Pictures Networks India (SPNI) has announced a robust roster of brand partners for the Indian edition of the globally iconic television game show Wheel of Fortune, set to air on Sony Entertainment Television. The inaugural Indian season has attracted marquee advertisers, underlining the show’s strong appeal as a mass entertainment and brand integration platform.
Maruti Suzuki and Maaza have come on board as co-presenting partners, while Pidilite (Roff), Philips Home Appliances, StockGro and Denver Perfumes join as co-powered partners. State Bank of India has been signed on as a special partner. The association brings together brands spanning automobiles, FMCG, home appliances, finance and lifestyle, reflecting the show’s wide demographic reach.
Hosted by Akshay Kumar, the Indian adaptation combines the equity of a globally recognised format with star power, family-friendly humour and interactive gameplay. SPNI has positioned Wheel of Fortune as an integrated content platform, allowing brands to be seamlessly woven into the narrative rather than appearing as conventional spot advertisers.
Akshay Agrawal, head of linear ad sales at SPNI, said the format’s global success and strong brand values make it a compelling proposition for advertisers. He added that the show has been designed to deliver deeper engagement and higher recall, while offering a seamless viewing experience.
Brand partners echoed similar sentiments, highlighting the show’s ability to connect with multi-generational audiences in a culturally relevant setting. From Maruti Suzuki’s focus on joyful family journeys to Philips’ association with everyday home moments, each brand sees the partnership as an opportunity to integrate meaningfully into routine entertainment.
Recognised by Guinness World Records as the world’s most popular TV game show and a recipient of the Daytime Emmy Award, Wheel of Fortune enters India with strong advertiser confidence. With a proven global legacy and a powerful local execution, the show is poised to become a landmark franchise for Indian television and brand storytelling alike.
