Wheel of Fortune lands big brands as Sony bets on a marquee TV reboot

MUMBAI: Sony Pictures Networks India has locked in a strong slate of advertisers for the Indian launch of Wheel of Fortune, underlining renewed marketer confidence in big-ticket, family entertainment formats on linear television.

Maruti Suzuki and Maaza have signed on as co-presenting partners for the Sony Entertainment Television show, with Pidilite (Roff), Philips Home Appliances, StockGro and Denver Perfumes coming in as co-powered sponsors, and State Bank of India as special partner.

Headlined by actor Akshay Kumar, the Indian edition combines the equity of a globally recognised game show with celebrity-led scale, humour and audience participation. Sony executives say the property has been designed as an integrated brand platform, allowing sponsors to be woven organically into the narrative rather than treated as spot advertisers.

Sony Pictures Networks India head – linear ad sales Akshay Agrawal, said the network aimed to deliver stronger engagement and brand recall by aligning advertiser presence with content moments across television and digital.

For brands, the appeal lies in the show’s broad, multi-generational reach. Maruti Suzuki said the association fits its focus on family viewing, while Philips Home Appliances described the partnership as a culturally relevant way to connect with households beyond product messaging. StockGro highlighted the show’s emphasis on quick decision-making as a natural metaphor for investing, while Pidilite, Denver Perfumes and SBI pointed to visibility and trust at scale.

Recognised by Guinness World Records as the world’s most popular TV game show, and a multiple Daytime Emmy Award winner, Wheel of Fortune now becomes Sony’s latest attempt to create a high-impact advertising vehicle anchored in appointment viewing.