KBC Season 18 draws over 25 sponsors ahead of August premiere

MUMBAI: The fastest finger may decide who reaches the hot seat, but advertisers have already locked in their final answer. Even before Amitabh Bachchan asks the opening question, Kaun Banega Crorepati Season 18 has become one of the hottest bets in India’s advertising market, drawing more than 25 brands ahead of its August premiere.

Sony Entertainment Television’s flagship quiz show is returning with its 18th season under the theme ‘Sochna Padega’, celebrating the power of applied knowledge, while continuing to attract a broad mix of advertisers seeking scale, credibility and nationwide reach.

Leading this year’s roster is Google Gemini, which makes its debut as a co-presenting sponsor, joining returning partners Maruti Suzuki and the Aditya Birla Group. The addition of Google’s AI platform signals growing interest from technology brands in premium television properties with mass appeal.

Sony Pictures Networks India (SPNI) Head – Linear Ad Sales, Akshay Agrawal said, “Kaun Banega Crorepati continues to be one of India’s most trusted and credible entertainment franchises, offering advertisers far more than just scale. The strong response from advertisers this season, with over 25 sponsors already on board ahead of launch, underscores the IP’s enduring value and its ability to deliver beyond reach. Its strong family co-viewing appeal and the credibility associated with Mr. Amitabh Bachchan makes it a powerful, brand-safe platform for meaningful engagement. As advertiser expectations continue to evolve, we are focused on creating bespoke, content-led partnerships that integrate brands naturally into the KBC ecosystem, enabling deeper engagement and delivering measurable business outcomes.”

Google India Director of Marketing Kanika Kalra, said, “Kaun Banega Crorepati has always been a beacon of learning, and we are thrilled to see millions of users already coming to the Google Gemini app for registration guidance, sharpening their general knowledge through interactive challenges, and more. As we partner with Sony Pictures Networks India through this iconic journey, we look forward to serving as an interactive knowledge companion for households across the country – giving viewers and aspirants an engaging, intuitive way to explore new topics, expand their preparation, and satisfy their quest for learning.”

The sponsor lineup stretches across sectors including finance, payments, FMCG, infrastructure, automobiles, retail and consumer technology, underlining KBC’s enduring appeal to marketers despite an increasingly fragmented media landscape.

Among the Co-Powered by Sponsors are UPI (NPCI), UltraTech Cement, Stable Money, PhonePe and Gowardhan Ghee. The Special Partner roster includes Polycab, Dr Fixit, Bharat Petroleum, Colgate, Laxmipati Sarees and AU Small Finance Bank.

The list of Associate Sponsors features Amazon India, Kalyan Jewellers, Jaquar Lights, Ai+ Smartphone, Policybazaar, ReNew, Godrej Enterprises Group, Director Special Elaichi, ITC Aashirvaad Atta, AMFI (Association of Mutual Funds in India), Zed Black Agarbatti and Bikaji, while the Reserve Bank of India continues its long-running association with the programme.

UltraTech Cement Ltd. President and Head – Marketing Ajay Dang said, “UltraTech Cement and KBC come together through a shared belief in perseverance, purpose, and progress. We are proud to be part of a platform that inspires millions to take the next step with confidence.”

Stable  Money Co-founder Saurabh Jain said, “Kaun Banega Crorepati and Stable Money are built on the same belief – that the everyday Indian family, given trust and the right knowledge, will always choose a better future. Families across 3,500 cities have booked over ₹7,000 crore in fixed deposits with us, choosing to grow their money safely. That’s why we’ve returned for a second season – to take this mission further. And to do that, there’s no voice India trusts more than Mr. Amitabh Bachchan, and no stage more credible than KBC!”

Polycab Senior Vice President, Brand and Marcom Shwetal Basu said, “Our continued partnership with Sony for Kaun Banega Crorepati reflects the trust and impact this collaboration has consistently delivered for Polycab. As we return for a second season, we are proud to partner with India’s most trusted television platform, further strengthening Polycab’s leadership as India’s No. 1 wires and cables company and the trusted choice for safe electrical solutions.”

The diverse mix of returning partners and first-time advertisers reflects KBC’s ability to remain a dependable platform for brands seeking high-impact visibility during appointment viewing. While digital platforms continue to reshape media consumption, marquee television properties such as KBC continue to command strong advertiser interest by combining family viewing, cultural relevance and premium audience engagement.

Pidilite Industries Ltd. Chief Marketing Officer Sandeep Tanwani said, “At Dr. Fixit, we believe leak-proof structures are built on expert solutions and best-informed choices. Kaun Banega Crorepati has always inspired people to trust the power of knowledge and make the right choices. That’s what makes this association a natural fit. KBC celebrates informed decision-making, a value that mirrors Dr. Fixit’s promise as India’s Waterproofing Expert. Through this partnership, we hope to encourage homeowners and professionals to make the right waterproofing decisions, helping protect what matters most. The expert guidance today can help create stronger, safer and leak-proof homes and structures for years to come.”

AU Small Finance Bank Deputy CEO – Retail Banking Uttam Tibrewal said, “Kaun Banega Crorepati has inspired generations of Indians to dream big and pursue new possibilities. At AU Small Finance Bank, we strive to support those aspirations by helping customers achieve their financial goals and build a better future. This partnership brings together two brands united by a common purpose: empowering people with opportunities and helping them realise their dreams.”

Bharat Petroleum Corporation Limited Head PR & Brand Raman Malik said, “Bharat Petroleum’s association with Kaun Banega Crorepati in our 50th year celebrates our enduring bond with millions of Indians and our commitment to energising India’s progress through knowledge, aspiration and opportunity. This season’s theme, ‘Sochna Padega,’ reflects our belief that meaningful change begins with thoughtful action — and we’re proud to partner with a platform that has given hope to millions for over two decades, championing informed thinking and inspiring people to dream bigger.”

As Season 18 gears up for its August launch, the quiz show once again heads into the new season with one answer already settled: when it comes to advertising, KBC remains one of television’s safest bets. Kaun Banega Crorepati Season 18 premieres from August 10, 2026, airing Monday to Friday at 9:00 PM, only on Sony Entertainment Television and Sony LIV.