Sony LIV’s Marathi quiz show Kon Honar Crorepati returns in a new season hosted by Madhuri Dixit, with ChatGPT joining as the co-presenting partner. The show has also secured brand partnerships with Vijay Sales, Campure and Lyra, reflecting advertiser interest in the regional entertainment property. The new season combines the familiarity of the established quiz format with a contemporary approach to engaging Marathi-speaking audiences.
The show builds on the legacy of Kaun Banega Crorepati, bringing knowledge and entertainment together for regional viewers. For Sony Pictures Networks India (SPNI), the Marathi edition marks a step in its regional expansion strategy, with Madhuri Dixit’s presence adding to the programme’s appeal. The platform also offers brands an opportunity to connect with audiences through a familiar entertainment format.
Ranjana Mangla, Head – Digital Ad Sales and YouTube Business, Sony Pictures Networks India, said the show marks a significant milestone in the network’s regional growth journey. She added that SPNI is launching the Marathi edition on a larger scale and looks forward to bringing more brand partners on board during the season.
Sheeladitya Mohanty, Head of Marketing – India, OpenAI, said the association reflects the importance of making AI relevant to India’s languages and cultural contexts. Through the integration, ChatGPT’s role is expressed through Vichaar Saathi, positioning the technology as a tool that can extend people’s knowledge while leaving judgement to the individual. The Marathi-language setting aims to connect AI capabilities with viewers’ curiosity and aspirations.