Sony Pictures Networks India (SPNI) has unveiled the campaign for Kaun Banega Crorepati (KBC) Season 18, introducing the new theme, ‘#SochnaPadega’, with host Amitabh Bachchan returning to the quiz show. The latest season will premiere on August 10, 2026, at 9:00 PM on Sony Entertainment Television and Sony LIV, and will air every Monday to Friday.
Built around the insight that knowledge alone is no longer enough, the ‘Sochna Padega’ campaign highlights the importance of applying information, thinking critically and making informed decisions in an era where access to knowledge has become universal. Through a series of brand films anchored by Bachchan, the campaign portrays relatable everyday situations to reinforce the idea that success depends not just on what people know, but on how they interpret, connect and use that knowledge.
The campaign reflects the evolving nature of learning in a technology-driven world, where information is readily available but meaningful outcomes rely on analysis, judgement and adaptability. Reinforcing the show’s new positioning, the campaign carries the message: “Kyunki is baar KBC par jawab yaad rakhne se kaam nahi chalega… Sochna Padega.”
Commenting on the new season, a spokesperson for Sony Pictures Networks India said, “KBC has become a cultural phenomenon that has firmly established itself as a knowledge-led conversation starter. This season, with ‘Sochna Padega’, the conversation evolves to celebrate the power of applied knowledge and decision-making. KBC is championing a mindset that is increasingly relevant in today’s world.”
Now entering its 18th season, Kaun Banega Crorepati continues to evolve its core proposition by reflecting changing consumer behaviour and the growing importance of critical thinking. With the ‘#SochnaPadega’ campaign, the show aims to inspire audiences to move beyond memorisation and embrace thoughtful decision-making, while continuing its legacy as one of Indian television’s most iconic knowledge-based programmes.