Mumbai: Kaun Banega Crorepati (KBC) Season 18 has delivered an 80% year-on-year increase in advertising revenue on Sony LIV, with premium CPMs rising 50% compared to the previous season, highlighting growing advertiser appetite for premium digital entertainment properties and integrated brand experiences.
Sony LIV said the latest season is attracting higher brand investments through a mix of in-show integrations, KBC Play Along and connected TV (CTV) viewing, offering advertisers opportunities to engage audiences beyond conventional ad spots across the show’s 120-episode run.
This season’s brand integrations have been tailored to align with individual brand propositions. Google Gemini powers one of KBC’s lifelines, Malkist celebrates contestants’ journeys to the Hot Seat, Maruti Suzuki is positioned as an aspirational prize, Bharat Petroleum drives conversations around road safety and sustainability, while PhonePe features in discussions around financial planning and goals.
The platform said each integration has been designed to fit naturally into the show’s gameplay and conversations hosted by Amitabh Bachchan, helping brands build stronger recall through contextual storytelling.
Sony LIV’s interactive KBC Play Along feature continues to provide an additional engagement layer by allowing viewers to answer questions in real time alongside contestants, creating new opportunities for brands to interact with audiences during active participation rather than only through commercial breaks.
The platform also attributed the strong advertising growth to the increasing adoption of connected TVs, which combine KBC’s traditional family viewing experience with mobile-based interactivity through KBC Play Along, enabling advertisers to reach both shared household audiences and individual viewers simultaneously.
This season, Google Gemini, PhonePe, Malkist, Bharat Petroleum and Maruti Suzuki have joined as Co-Presenting Sponsors on Sony LIV. Director Special Elaichi and Jaquar Lights are Co-Powered By Sponsors, while Polycab, Colgate, UltraTech and Gowardhan Ghee have come on board as Special Partners. American Pistachios, Clove Dental, Vijay Sales, Kalyan Jewellers, HINT, ReNew, AI NOVA+, CERA and Kapiva are among the platform partners.
KBC Season 18 continues with its theme, “Sochna Padega,” emphasising the importance of critical thinking, interpretation and application of knowledge in an era of instant information.
Ranjana Mangala, Head – Digital Ad Sales and YouTube Business, Sony LIV, said, “In today’s cluttered advertising landscape, Kaun Banega Crorepati stands apart as one of India’s most powerful and enduring brand platforms. Rooted in the aspirations and values of modern India, KBC enables brands to become an authentic part of compelling stories rather than just advertising. The 80% growth in advertising revenue and 50% increase in premium CPMs show the value advertisers see in KBC on Sony LIV. Brands are not looking only for reach; they want a meaningful role within the content and opportunities to engage viewers across screens. KBC gives us the ability to combine in-show storytelling, the shared viewing experience on connected TVs and real-time participation through KBC Play Along. Our focus is to give each partner a role that fits naturally into the show. Whether it is a lifeline, a contestant’s journey to the Hot Seat, an aspirational prize or a conversation around financial goals and sustainability, the integration must be relevant to both the brand and the KBC audience.”
Kanika Kalra, Director, Marketing, Google India, said, “Kaun Banega Crorepati has always been a beacon of learning, and we are thrilled to see millions of users already coming to the Google Gemini app for registration guidance, sharpening their general knowledge through interactive challenges, and more. As we partner with Sony Pictures Networks India through this iconic journey, we look forward to serving as an interactive knowledge companion for households across the country – giving viewers and aspirants an engaging, intuitive way to explore new topics, expand their preparation, and satisfy their quest for learning.”
Raman Malik, Head PR & Brand, Bharat Petroleum Corporation Limited | Brand Management, Public Relations, said, “Bharat Petroleum’s association with Kaun Banega Crorepati in our 50th year celebrates our enduring bond with millions of Indians and our commitment to energising India’s progress through knowledge, aspiration and opportunity. This season’s theme, ‘Sochna Padega,’ reflects our belief that meaningful change begins with thoughtful action — and we’re proud to partner with a platform that has given hope to millions for over two decades, championing informed thinking and inspiring people to dream bigger.”
Rituraj, Marketing Director, Mayora India, said, “At Malkist, we believe that some moments in life are simply irresistible. As India’s No. 1 Cheese Cracker brand, our proposition is built around irresistible cravings. Earning a place on the KBC hot seat is an equally irresistible milestone, making this a natural partnership. Our long-standing association with Shri Amitabh Bachchan ji makes KBC Season 18 a meaningful extension, and we are delighted to be part of one of India’s most iconic shows, creating memorable moments for millions of viewer.”
