Sony Marathi has announced the brand line-up for the new season of Kon Honar Crorepati (KHC), hosted by Madhuri Dixit and premiering on October 12. Themed ‘Aata Khel Badalnaar’, the season has brought on board brands across technology, jewellery, FMCG, travel, finance and beauty. ChatGPT and PNG Jewellers are the co-presenting sponsors.
Fortune+ Soyabean Oil, Avaada, Yas Island Abu Dhabi and SMFG India Credit are co-powered-by partners. Cotton King, Nirma Salt, Vikram Tea, Joy Personal Care and Sunder Super Coconut Cookies join as special partners, while Ghadi Detergent and Mutual Funds Sahi Hai are associate sponsors. Brands will also feature through integrations in the show’s gameplay and other segments.
Akshay Agrawal of Sony Pictures Networks India said the breadth of categories reflects the trust the franchise has built, adding that brands now seek more meaningful, bespoke ways to take part in content and key moments. Sheeladitya Mohanty of OpenAI said ChatGPT’s integration, through Vichaar Saathi, places AI within a familiar Marathi context as an aid that extends knowledge while preserving judgement. Dr. Saurabh Gadgil of PNG Jewellers said the show’s values of trust and aspiration match the brand’s 194-year legacy.
Partners Fortune+, SMFG India Credit and Avaada also spoke of the show’s credibility, family connect and spirit of aspiration. Kon Honar Crorepati airs Monday to Saturday at 9 PM on Sony Marathi and Sony LIV.
