Sony Entertainment Television’s Kaun Banega Crorepati (KBC) Season 18 is set to return on August 10, backed by a strong lineup of more than 25 sponsors, reaffirming the quiz show’s position as one of India’s most sought-after advertising platforms.
This season introduces the theme ‘Sochna Padega’, celebrating the importance of applied knowledge. Alongside the show’s return, advertisers across categories have once again chosen to associate with the long-running franchise, citing its scale, credibility and strong family viewership.
Making its debut on KBC is Google Gemini, which joins returning partners Maruti Suzuki and Aditya Birla Group as Co-Presenting Sponsors.
The Co-Powered by Sponsors for this season include UPI (NPCI), UltraTech Cement, Stable Money, PhonePe, and Gowardhan Ghee. The Special Partner roster comprises Polycab, Dr. Fixit, Bharat Petroleum, Colgate, Laxmipati Sarees, and AU Small Finance Bank.
The Associate Sponsors include Amazon India, Kalyan Jewellers, Jaquar Lights, Ai+ Smartphone, Policybazaar, ReNew, Godrej Enterprises Group, Director Special Elaichi, ITC Aashirvaad Atta, Zed Black Agarbatti, Bikaji, and AMFI (Association of Mutual Funds in India). The Reserve Bank of India also continues its long-standing association with the franchise.
Commenting on the advertiser response, Akshay Agrawal, Head – Linear Ad Sales at Sony Pictures Networks India, said KBC continues to offer advertisers much more than scale, thanks to its credibility, strong family co-viewing appeal and the trust associated with host Amitabh Bachchan. He added that the network remains focused on creating content-led brand integrations that drive meaningful engagement and measurable business outcomes.
Kanika Kalra, Director – Marketing, Google India, said KBC has long been associated with learning, and Google Gemini is already helping users with registration guidance and general knowledge preparation. Through the partnership, Gemini aims to become an interactive learning companion for viewers and aspiring contestants.
Sharing their thoughts on the association, Ajay Dang, President and Head – Marketing at UltraTech Cement, said both brands are united by values of perseverance and progress. Saurabh Jain, Co-founder of Stable Money, noted that KBC’s trusted platform and Amitabh Bachchan’s credibility align with the company’s mission of helping Indian families make informed financial decisions.
Shwetal Basu, Senior Vice President – Brand and Marcom at Polycab, said the continued partnership reinforces the trust and impact the collaboration has delivered for the brand. Sandeep Tanwani, Chief Marketing Officer at Pidilite Industries, said Dr. Fixit’s association with KBC reflects a shared belief in informed decision-making, encouraging homeowners to make the right waterproofing choices.
Uttam Tibrewal, Deputy CEO – Retail Banking at AU Small Finance Bank, said the partnership brings together two brands focused on empowering people to achieve their aspirations. Raman Malik, Head – PR & Brand at Bharat Petroleum Corporation Limited, added that the association aligns with BPCL’s belief that meaningful progress begins with thoughtful action, echoing this season’s theme, ‘Sochna Padega’.
Kaun Banega Crorepati Season 18 premieres on August 10, 2026, and will air Monday to Friday at 9:00 PM on Sony Entertainment Television and Sony LIV.