MAM
Sony ropes in 10 sponsors for Kaun Banega Crorepati
MUMBAI: Sony Entertainment Television (Set) has roped in eight associate sponsors and two title sponsors for the sixth season of its premium game show ‘Kaun Banega Crorepati’.
The channel has once again got Cadbury as the title sponsor on board while the show is powered by Idea. The associate sponsors for the show are Axis Bank, Just Dial, Ceat, Maruti, Sony India, Hero Motor Corp and Aakash Institute. Sony might extend the number to 11 by bringing one more associate sponsor on board.
MSM president network sales, licensing and telephony Rohit Gupta said, “KBC is an impact property and we have received great response from the advertisers for this season too. We are expecting to grow by 20-25 per cent this season.”
As reported earlier, Kaun Banega Crorepati 5 had made Rs 2 billion from ad revenue.
Gupta said that 70 per cent of the inventory would be consumed by sponsors. “The remaining 30 per cent will be for spot buys. There is some inventory left for spot buys that we are looking to sell during festive season of Diwali so that we can charge a higher premium. Right now we are offering a packaged deal for spot buyers who are advertising for all the episodes,” he added.
Starting 7 September, Kaun Banega Crorepati 6, will air Friday-Sunday at 8.30 pm. The show this season will air for 21 weekends with 58 episodes. It will also comprise special episodes with “unique” and “distinct” themes which will capture a little bit of India in every episode, lined up to ignite the minds and hearts of Indian audiences, the channel said.
“It is a glorious moment for all of us at Sony to bring back another power packed season of the magnificent game show Kaun Banega Crorepati on our network, This year’s theme ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ celebrates knowledge as the greatest leveller in our society and a potent change agent,” Multi Screen Media COO N.P Singh said in a statement.
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
