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‘KBC 18’ attracts leading brands ahead of premiere 
Sony Entertainment Television’s ‘Kaun Banega Crorepati’ (KBC) Season 18 has attracted more than 25 sponsors ahead of its premiere, highlighting the show’s strong appeal among advertisers across different industries.
According to a SPNI press release yesterday,the new season, which carries the theme ‘Sochna Padega’, has signed Google Gemini as a first-time Co-Presenting Sponsor. Returning partners Maruti Suzuki and Aditya Birla Group have also joined as Co-Presenting Sponsors.
The list of Co-Powered By Sponsors includes UPI (NPCI), UltraTech Cement, Stable Money, PhonePe, and Gowardhan Ghee. Special Partners for the season are Polycab, Dr. Fixit, Bharat Petroleum, Colgate, Laxmipati Sarees, and AU Small Finance Bank.
The Associate Sponsor lineup features Amazon India, Kalyan Jewellers, Jaquar Lights, Ai+ Smartphone, Policybazaar, ReNew, Godrej Enterprises Group, Director Special Elaichi, ITC Aashirvaad Atta, Zed Black Agarbatti, and Bikaji. The Reserve Bank of India has also continued its long-standing association with the quiz show.
Akshay Agrawal, Head Linear Ad Sales at Sony Pictures Networks India, said the strong response from advertisers reflects ‘KBC’s credibility, family viewership, and long-standing trust among audiences. He added that the network is focusing on content-led brand partnerships that create meaningful engagement for advertisers.
Google India Marketing Director Kanika Kalra said the company is excited to partner with ‘KBC’, adding that millions of users are already using the Google Gemini app for KBC registration guidance and to improve their general knowledge through interactive experiences.
Representatives from UltraTech Cement, Stable Money, Polycab, Dr. Fixit, AU Small Finance Bank, and Bharat Petroleum also said their partnership with KBC aligns with their brands’ focus on trust, knowledge, and empowering Indian consumers.
‘Kaun Banega Crorepati’ Season 18, hosted by Amitabh Bachchan, will premiere on August 10, 2026. The show will air Monday to Friday at 9:00 PM on Sony Entertainment Television and will also stream on Sony LIV.
