Mumbai: Sony Entertainment Television’s landmark quiz show Kaun Banega Crorepati (KBC) Season 17 has returned with a powerful narrative under the campaign ‘Jahan Akal Hai Wahaan Akad Hai’, celebrating an India driven by intelligence (Akal) and pride (Akad). The milestone 25th year of the iconic property has received an overwhelming response from brands, cementing KBC’s position as one of India’s most credible and culturally resonant television platforms.
This season’s sponsorship line-up reflects the show’s unmatched brand appeal. Maruti Suzuki and the Aditya Birla Group have come aboard as Co-Presenting Sponsors, while the State Bank of India joins as Banking Partner and the Reserve Bank of India as Special Sponsor, underscoring KBC’s deep association with empowerment and trust.
The Co-Powered By category features UPI, Ultratech Cement, Stable Money App, Asian Paints, and Gowardhan Ghee, representing sectors from digital finance to FMCG. Special Partners include Patanjali Dant Kanti, BHIM Payments App, Polycab India Ltd., Dr. Fixit (Pidilite Industries), Vida powered by Hero Motocorp, and WinZO Games.
Further expanding its sponsor base, Associate Partners feature Amazon India, Kalyan Jewellers, Godrej & Boyce, Laxmipati Sarees, Groww, Life Insurance Corporation of India (LIC), National Stock Exchange (NSE), Plasto Tanks and Pipes, Aashirvaad Select Atta, Director’s Elaichi, and Bikaji — reflecting the show’s pan-India consumer connect.
KBC continues to be a preferred brand integration platform, blending knowledge, inspiration, and entertainment to create meaningful engagement. At its heart remains the legendary Amitabh Bachchan, whose iconic presence and warm rapport with contestants bring to life every story from the hotseat.
Kaun Banega Crorepati Season 17 premieres August 11, airing Monday to Friday at 9 PM on Sony Entertainment Television and streaming on SonyLIV.
