Sony LIV has announced its brand partnerships for the upcoming season of Marathi quiz show ‘Kon Honar Crorepati’, hosted by Madhuri Dixit. ChatGPT has joined the show as the Co-Presenting Partner, while Vijay Sales, Campure and Lyra are also associated with the programme.

According to a Sony LIV press release yesterday, the show returns in a new format that combines the familiarity of the popular quiz format with a contemporary approach and Madhuri Dixit as the host. The show aims to provide brands with an opportunity to connect with audiences through its established format and the host’s popularity.

Ranjana Mangla, Head of Digital Ad Sales and YouTube Business at Sony Pictures Networks India (SPNI), said that ‘Kon Honar Crorepati’ marks an important step in the network’s regional expansion plans. She added that the Marathi edition builds on the legacy of ‘Kaun Banega Crorepati’ and that the network looks forward to bringing more brand partners on board.

Sheeladitya Mohanty, Head of Marketing India at OpenAI, said the partnership aims to make AI more accessible to Indian audiences by considering their languages and cultural contexts. He highlighted ‘Vichaar Saathi’ as a way to position ChatGPT as a tool that helps people expand their knowledge while retaining their own judgement.‘Kon Honar Crorepati’ will premiere on October 12, 2026, at 9 pm on Sony Marathi and Sony LIV.