iWorld
Kaun Banega Crorepati reigns as advertisers’ beloved choice, continuing its impressive run on SonyLIV!
Mumbai: Over the years, ‘Kaun Banega Crorepati’ has become synonymous with the hopes and dreams of millions. The show, cherished by audiences of all ages, continues to make a significant impact on people’s lives. The reality show has returned with its 15th season, accompanied by the highly acclaimed feature, KBC Play Along on Sony LIV.
The last season of KBC has proven to be an extraordinary triumph, surpassing previous records on the platform. Furthermore, ‘KBC Play Along’ allows users to participate real-time while watching the show on the app. This initiative creates an ideal environment for advertisers to target a highly engaged audience through Sony LIV exclusive integrations.
Seizing this opportunity to engage with a broad and diverse audience, renowned brands have joined forces to convey their brand messages and connect with viewers through distinctive brand integrations. ACKO, India’s leading digital insurance company and Vimal have come onboard as a ‘Co-Presenting Sponsor’. As part of this partnership, ACKO has tactfully partnered with the platform for KBC lifelines across the show & Play Along to build the brands proposition as consumer’s go-to Lifeline for their insurance needs across Health & Auto categories.
IDFC FIRST Bank joins as the ‘Banking Partner’, exclusively representing banking branding throughout the show. This involves presentation of IDFC FIRST Bank Branded cheques to the winners and interactive assets on Play Along.
India’s major electronics retailer, Croma, steps in as a ‘Co-Powered Sponsor’. Croma will conduct unique quizzes for its online and offline customers, offering a chance to be a special guest on the KBC set, among other rewards. Additionally, to build and highlight the brand’s online presence, contestants who surpass 25 lakhs can select a Croma appliance as a prize from “Croma.com Cart Unlocked”.
The show also brings in UltraTech Cement, Parle Agro and Atomberg as Partner sponsors along with other prominent advertisers.
Comments
Sony LIV head AD sales revenue Ranjana Mangla
A show with a global legacy, Kaun Banega Crorepati has truly become an essential part of Indian culture, representing knowledge, aspiration, and growth. A huge and diverse audience base along-with active participation via LIV exclusive Play-along provides advertisers scaled reach with multiple touchpoints supported by innovative integrations and contextual creative renditions to land their message effectively in a seamless manner. Continued sponsorship partnerships with Acko, IDFC, Vimal, Ultratech and repeat investments from many others are solid testament to KBC delivering great value to advertisers on-board.
Croma COO Shibashish Roy
We are excited to team up with SonyLIV for KBC, a journey filled with knowledge, excitement, and endless possibilities. Like the show’s spirit, Croma aims to empower people with latest in technology and seamless experiences. The partnership highlights our common goal to spark curiosity and shape a world where innovation is limitless.
Parle Agro joint managing director & CMO Nadia Chauhan
At Parle Agro, we are thrilled to associate our Smoodh dairy beverage with the intellectually stimulating Kaun Banega Crorepati on Sony LIV. We eagerly anticipate rewarding the Play Along participants, who showcase sharp intelligence and keen insight—traits that echo the essence of both our brand and the show. This alliance embodies our steadfast dedication to innovation, knowledge, and unparalleled quality.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
