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Sony Entertainment Television hikes KBC 14 ad rates by 15-20 per cent; witnesses return of marquee brands
Mumbai: The longest-running knowledge-based game show Kaun Banega Crorepati (KBC) is returning to TV screens on 7 August for its fourteenth season. Throughout many seasons, KBC has emerged as the ‘go-to’ property for advertisers when it comes to maximizing brand presence & customer engagement.
“The property is known for its undisputed honesty and credibility aids in achieving the desired objective for an advertiser through the customized solutions we create by understanding their needs,” Sony Pictures Networks India ad sales – network channels Sandeep Mehrotra told Indiantelevision.com. “This benefit certainly attracts clients who keep coming back with every season of KBC.”
Channel to increase ad rates
Mehrotra reveals that the Sony Entertainment Television channel is planning to increase the ad rates on the show by 15-20 per cent for the new season. It sees the return of marquee brands including Reserve Bank of India (RBI), Asian Paints, UltraTech Cement, Life Insurance Corporation (LIC) and Hyundai. Reputed brands like Asian Paints, UltraTech Cement and Hyundai have been associated with KBC for the past five, four and two years, respectively.
The reason brands associate with KBC year after year is because of the show’s legacy and credibility which has helped it build a strong foundation and deliver value when it comes to brand solutions. Throughout the years, clients have seen its business objectives find the right brand solutions through KBC beyond just free commercial time (FCT).
KBC is a much more digitally integrated show as compared to when it first started. The audience can engage with the game show on their smartphones via the Sonyliv app. The ‘KBC Play Along’ feature that combines the right mix of technology and gamification has added a personal engagement factor for the audience, getting them more involved in the game.
“We are looking at creating value propositions for brands who are motivated to expand their reach on both linear and digital mediums, as it would benefit them in achieving their desired business objectives that have been set out,” said Mehrotra.
He further said, “The show enjoys diverse participation from brand partners, season after season. KBC continues to attract positive responses from not only existing sponsors but new ones as well. Owing to the value proposition the show offers, the visibility adds weight to the sponsoring business.”
Focusing on innovation and creativity
This year’s season of KBC has innovated on two fronts, its marketing and programming. It is running a TV campaign that captures the transition of society from an information-scarce environment to an information overload which has created a need for a filter on solicited and unsolicited information that can translate to relevant knowledge.
This messaging has been captured by the dialogue ‘Gyaan jahaan se bhi mile bator lijiye, lekin pehele zara tatol lijiye’ spoken by the show’s host Amitabh Bachchan in their commercials running on TV. The campaign cashes in on the show’s credibility and strengthens KBCs positioning as the leading game show on TV.
The 14th season of KBC also coincides with India’s 75th year of independence and the channel has introduced a special episode that will air on 7 August at 9:00 p.m with special guests to bring alive the theme of India’s independence. Promos of the show aired on TV indicate that Padma Bhushan recipient actor Aamir Khan, Padma Bhushan boxing champion Mary Kom and Padma Shri Sunil Chhetri will be guests on the show. Kargil war veteran major DP Singh and Sena medal gallantry recipient Mitali Madhumita will appear as special guests.
In terms of format changes, this year KBC contestants will win a prize pool of Rs 75 lakh or higher, which is expected to go up to Rs 7.5 crore. Additionally, after the success of the children’s special in the previous season, the current season will witness little geniuses taking the hot seat once again.
“KBC 14 will be an integration of everything that has worked towards KBC’s success in the past and current innovations to the reality game-show format,” concluded Mehrotra.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
