New season features brand partnerships, second-screen interactivity, and enhanced rewards for participants and viewers
The iconic quiz show Kaun Banega Crorepati (KBC) returns for its 17th season on Sony Entertainment Televisionand Sony LIV, once again hosted by Amitabh Bachchan. This season brings back beloved interactive elements like KBC Play Along, while also expanding its brand collaborations, viewer engagement opportunities, and prize offerings.
Robust Brand Lineup for Season 17
KBC Season 17 has secured 15 sponsors across diverse sectors including automobiles, fuel, FMCG, apparel, and digital services. Leading the list are Maruti Suzuki, Aditya Birla Group, and Hindustan Petroleum Corporation Limited (HPCL).
As part of its association, Maruti Suzuki will gift brand-new cars to contestants who reach the coveted Crorepati milestone, as well as to the overall winner of the KBC Play Along competition.
Enhanced Viewer Interaction via Sony LIV
The platform continues to emphasize second-screen interactivity through KBC Play Along, which enables real-time participation via the Sony LIV app. Sony LIV has also revived the popular ‘Har Din Lakhpati’ feature, where one Play Along participant wins ₹1 lakh every day.
Launched in 2018, KBC Play Along has played a pivotal role in expanding audience participation beyond traditional TV, offering live engagement, leaderboard rankings, and rewards.
Enduring Appeal for Brands and Viewers
Ranjana Mangla, Head – Ad Sales Revenue, Sony LIV, said:
“For over 25 years, KBC has been a cornerstone for advertisers-delivering unmatched reach, engagement, and cultural relevance. It’s not just a show, but a platform where brands connect meaningfully with millions across India. This season, we’ve refreshed the format while staying true to its legacy, ensuring KBC remains as compelling and culturally resonant as ever.”
Ch Srinivas, Executive Director – Lubes, HPCL, added:
“KBC embodies the spirit of knowledge and the power of questions. Shri Amitabh Bachchan continues to represent trust and inspiration. At HPCL, we are proud to partner with KBC as part of our commitment to fueling India’s growth – whether on the roads, in industries, or through knowledge.”
Ajay Dang, President & Head of Marketing, UltraTech Cement, noted:
“KBC on Sony LIV remains a highly impactful platform, especially among audiences in Tier 2 and Tier 3 cities. The show’s narrative aligns closely with our brand purpose – empowering people to build their own homes and identities. As a Special Partner this season, we’re proud to support these aspirational journeys, leveraging mobile viewership to connect with millions who see KBC as more than entertainment – as a chance to transform their lives.”
Swati Jha, Chief – Marketing Services, Pidilite Industries, stated:
“For over two decades, both Kaun Banega Crorepati and Dr. Fixit have been trusted partners in people’s lives – one enriching minds, the other protecting homes. Amitabh Bachchan’s trusted presence is at the core of this bond. Our association with Sony LIV this season reaffirms the belief that, just like knowledge, a strong home is built to last.”
