Recently Sony Pictures Networks India (SPNI) announced the return of its flagship quiz show, Kaun Banega Crorepati (KBC), with Season 18 set to premiere on August 10, 2026, introducing a new campaign, #SochnaPadega, that focuses on the importance of applying knowledge in an increasingly information-rich world.
Hosted by Amitabh Bachchan, the latest season will shift the spotlight from simply possessing information to interpreting, analysing and using it effectively. The campaign is built on the premise that while knowledge has become widely accessible through technology, true advantage lies in critical thinking and informed decision-making.
The theme comes alive through a series of brand films featuring everyday situations that illustrate how applied knowledge can make a meaningful difference. The campaign looks to reinforce the show’s core message that success today depends not only on remembering facts but on understanding and connecting them. As the campaign puts it, “Kyunki Is Baar KBC par jawab yaad rakhne se kaam nahi chalega … ‘Sochna Padega’.”
MediaNews4u.com caught up with Akshay Agrawal, Head – Linear Ad Sales, Sony Pictures Networks India (SPNI)
Q. The new theme is ‘Sochna Padega’ and it talks about applied knowledge. What made SPNI pick this idea for advertisers in the current media environment?
The core essence of KBC is knowledge. This season, we are taking that idea a step further by focussing on the power of applied knowledge. In today’s world, where information is easily accessible through the click of a button, I believe what truly sets people apart is not just what they know, but how they use and apply that knowledge.
This belief is at the heart of our campaign, ‘Sochna Padega’, and you will see it being reflected within the show. It is a thought that has resonated strongly not just with our audiences, but also with advertisers, who have embraced this evolving narrative and the opportunities it creates for meaningful brand integrations.
Q. What kind of sponsor interest have you seen so far for this season?
KBC has witnessed exceptional sponsor interest, reflecting the show’s consistent ability to deliver measurable business impact for its advertisers. This season has witnessed the addition of several new brand categories, further strengthening KBC’s appeal as a preferred marketing platform.
Among the notable first-time advertisers, ReNew Energy has chosen KBC to launch its communication campaign, while AU Small Finance Bank and PhonePe have come on board as key partners. Colgate along with Zed Black Agarbatti, and Bharat Petroleum Corporation Limited (BPCL), have also made their debut on the platform.
At the same time, KBC continues to enjoy the confidence of its long-standing partners, with several marquee brands renewing their associations. These include the Reserve Bank of India (RBI), Polycab, and Stable Money, among others, underscoring the enduring value and effectiveness of KBC as a trusted advertising property.
Q. With information now easily available on phones, how are you telling brands that KBC can still deliver real attention and deeper engagement this year?
This season, our focus is on the power of applied knowledge, how people use what they know to make better decisions and create meaningful outcomes. That philosophy shapes not only the content of KBC but also the way we partner with brands.
For advertisers, the value of KBC extends far beyond reach. Brands are choosing KBC because it offers the opportunity to create customized integrations that become a natural and organic part of the storytelling, rather than simply appearing during an ad break. Combined with KBC’s strong family viewing appeal and its ability to spark conversations across households, the platform enables brands to build deeper, more meaningful connections with audiences.
Q. Amitabh Bachchan has been the face of KBC since its inception in 2000. How does his partnership shape the advertiser proposition you are taking to the market for Season 18?
Mr. Amitabh Bachchan is a cornerstone of KBC’s advertiser proposition. The trust, credibility, and legacy associated with the show are deeply aligned with his own stature and connect with audiences across generations.
For brands, an association with Mr. Bachchan on the KBC platform goes beyond visibility, it brings an added layer of authenticity and credibility, strengthening brand conversations and creating meaningful impact across categories.
Q. The campaign films show everyday situations where thinking matters more than memory. How did that insight translate into the packages you built for sponsors?
Every brand comes with unique objectives, and we develop bespoke solutions for brands that come on-board. Wherever it aligns organically, the theme of applied knowledge is woven into the integration, ensuring it remains authentic, relevant, and meaningful for both the brand and the show.
Q. Can you share how AI with Google Gemini is being used in KBC this season?
Google Gemini will support contestants through the journey from registration to the process of hotseat, helping them access information about the participation process.
The AI platform will also be integrated into the show’s content.
Q. KBC is now positioned as a conversation about decision-making, not just recall. How does that shift change the value you offer to advertisers?
The shift towards applied knowledge gives brands a more meaningful and relevant way to connect with audiences. Our approach goes beyond offering advertising inventory, we create seamless brand integrations that naturally become part of the show’s narrative.
The trust and credibility associated with KBC, the power of our audiences and Mr. Bachchan’s stature enable brands to participate in conversations that are authentic and impactful.
Q. Many brands are asking for proof beyond reach. What new measurement or proof points are you giving sponsors to justify linear TV investment in 2026?
While reach continues to be a key factor, brands are increasingly focused on measurable business outcomes. They want platforms that can drive consideration, app adoption, and sales impact. This is why advertisers are choosing KBC for integrated solutions that go beyond traditional ad spots.
There is a strong advertiser response this season, with over 20 sponsors on board even before launch. This showcases the growing confidence brands have in the platform’s ability to deliver meaningful brand engagement and results.
Q. The show will air Monday to Friday at 9 pm on Sony TV and Sony LIV. How are you balancing linear and digital to build a stronger story for advertisers?
We offer a combined television and digital approach, enabling brands to leverage the scale of TV along with the extended reach and engagement opportunities offered by digital. Nearly half of our key partnerships include both platforms, reflecting the growing preference for an integrated strategy.
Q. Linear TV ad revenue has been under pressure across the industry. What is SPNI doing differently with KBC to protect and grow that revenue stream?
Our focus has always been on creating meaningful partnerships and brand integrations rather than simply offering advertising inventory. Today, a significant share of KBC’s revenue comes from sponsorship-led partnerships, with brands seeking customised integrations that align seamlessly with the show’s content and audience.
This approach has not only enabled us to attract new categories but has also strengthened relationships with our long-standing partners.
Q. The message is “jawab yaad rakhne se kaam nahi chalega”. How are you helping brands connect to that mindset of applied knowledge in their own campaigns?
Every brand comes with unique objectives, and we create integrations tailored to their specific briefs. The focus is on building meaningful integrations that align with the brand’s communication goals while enhancing the overall viewer experience.
