Press Release
National, 3rd October 2023
Over the years, ‘Kaun Banega Crorepati’ has become synonymous with the hopes and dreams of millions. The show, cherished by audiences of all ages, continues to make a significant impact on people’s lives. The esteemed reality show has returned in with its 15th season, accompanied by the highly acclaimed feature, KBC Play Along on Sony LIV.
The last season of KBC has proven to be an extraordinary triumph, surpassing previous records on the platform. Furthermore, ‘KBC Play Along’ allows users to participate real-time while watching the show on the app. This initiative creates an ideal environment for advertisers to target a highly engaged audience through Sony LIV exclusive integrations.
Seizing this opportunity to engage with a broad and diverse audience, renowned brands have joined forces to convey their brand messages and connect with viewers through distinctive brand integrations. ACKO, India’s leading digital insurance company and Vimal have come onboard as a ‘Co-Presenting Sponsor’. As part of this partnership, ACKO has tactfully partnered with the platform for KBC lifelines across the show & Play Along to build the brands proposition as consumer’s go-to Lifeline for their insurance needs across Health & Auto categories.
IDFC FIRST Bank joins as the ‘Banking Partner’, exclusively representing banking branding throughout the show. This involves presentation of IDFC FIRST Bank Branded cheques to the winners and interactive assets on Play Along.
India’s major electronics retailer, Croma, steps in as a ‘Co-Powered Sponsor’. Croma will conduct unique quizzes for its online and offline customers, offering a chance to be a special guest on the KBC set, among other rewards. Additionally, to build and highlight the brand’s online presence, contestants who surpass 25 lakhs can select a Croma appliance as a prize from “Croma.com Cart Unlocked”.
The show also brings in UltraTech Cement, Parle Agro and Atomberg as Partner sponsors along with other prominent advertisers.
Watch KBC season 15 and play along now on Sony LIV!
Comments
Ranjana Mangla, Head Ad Sales Revenue, Sony LIV
A show with a global legacy, Kaun Banega Crorepati has truly become an essential part of Indian culture, representing knowledge, aspiration, and growth. A huge and diverse audience base along-with active participation via LIV exclusive Play-along provides advertisers scaled reach with multiple touchpoints supported by innovative integrations and contextual creative renditions to land their message effectively in a seamless manner. Continued sponsorship partnerships with Acko, IDFC, Vimal, Ultratech and repeat investments from many others are solid testament to KBC delivering great value to advertisers on-board.
Shibashish Roy, COO of Croma
We are excited to team up with SonyLIV for KBC, a journey filled with knowledge, excitement, and endless possibilities. Like the show’s spirit, Croma aims to empower people with latest in technology and seamless experiences. The partnership highlights our common goal to spark curiosity and shape a world where innovation is limitless.
Nadia Chauhan, Joint Managing Director and CMO, Parle Agro
At Parle Agro, we are thrilled to associate our Smoodh dairy beverage with the intellectually stimulating Kaun Banega Crorepati on Sony LIV. We eagerly anticipate rewarding the Play Along participants, who showcase sharp intelligence and keen insight—traits that echo the essence of both our brand and the show. This alliance embodies our steadfast dedication to innovation, knowledge, and unparalleled quality.
