Sony Entertainment Television has unveiled its campaign for the much-awaited 17th season of ‘Kaun Banega Crorepati’ (KBC), titled ‘Jahaan Akal Hai, Wahaan Akad Hai’ (where there is intelligence, there’s swagger or confidence), celebrating the quiet confidence that comes with knowledge.

Hosted once again by the legendary Amitabh Bachchan, the new season will premiere on August 11, airing Monday to Friday at 9 pm.

This year’s campaign marks a refreshing shift from emotional storytelling to a more assertive tone, reflecting the spirit of a bold, self-assured India. With the new theme, the focus is on how knowledge empowers individuals to walk tall, fuels ambition, and cultivates a well-earned sense of pride.

The campaign has been helmed by acclaimed filmmaker Vikas Bahl under his production house Good Co., and presents a sharp, contemporary narrative that connects deeply with the evolving Indian mindset.

‘Kaun Banega Crorepati’ continues to serve as a cultural landmark, reflecting the aspirations and self-belief of a changing India. The campaign suggests that true ‘akad’—or pride/swagger—comes not from what one owns, but from what one knows. In a country where knowledge is increasingly being recognised as a means to progress, the new KBCcampaign speaks to a confident generation that believes in merit over privilege.

Bahl explained the campaign’s core idea by saying, “KBC has always been more than a quiz show, it’s a window into India’s changing mindset. India today is ready to shine because knowledge gives them courage, confidence, and that earned sense of pride. And when you have that kind of ‘akal’, a bit of ‘akad’ or the swag that comes with it is only natural. It’s not arrogance, but the belief that ‘Main bhi kar sakta hoon’ (I can achieve that too).”

Echoing this sentiment, Bachchan shared his thoughts by saying, “ ‘Kaun Banega Crorepati’ has always stood as a celebration of knowledge and the quiet pride that comes with it. This year’s campaign, ‘Jahaan Akal Hai, Wahaan Akad Hai’, captures that sentiment beautifully and encourages people to take pride in their intellect and to walk tall with the confidence that comes from truly knowing.”

Over the years, KBC has not only entertained viewers but also empowered countless individuals from across the country to dream big and act on their ambitions. With this new campaign, Sony TV taps into the evolving identity of its audience — where confidence, intellect, and resilience are the real symbols of success.