Sony Pictures Networks India (SPNI) yesterday unveiled ‘Kaun Banega Crorepati’ Season 18 with the theme ‘Sochna Padega’, positioning the new edition around the idea that in an era of universally accessible information, competitive advantage lies in the ability to interpret, connect and apply knowledge.

Hosted by Amitabh Bachchan, the quiz show’s new edition will premiere on August 10 at 9 pm on Sony Entertainment Television and Sony LIV, followed by a Monday-to-Friday telecast.

The broadcaster yesterday said in a statement that the new season is built around the premise that while technology has transformed the way people learn and information is instantly available, what truly matters is the ability to think critically, analyse information and adapt meaningfully to changing times.

The ‘Sochna Padega’ campaign comes alive through a series of brand films that reinforce the importance of applied knowledge in everyday life.

Set across relatable situations, the films underline that simply remembering answers is no longer enough, with the campaign carrying the message: “Kyunki Is Baar KBC par jawab yaad rakhne se kaam nahi chalega… ‘Sochna Padega’.”

An SPNI spokesperson said ‘Kaun Banega Crorepati’ has evolved into “a cultural phenomenon” and a knowledge-led conversation starter over the years.

“This season, with ‘Sochna Padega’, the conversation evolves to celebrate the power of applied knowledge & decision making. This season, KBC is championing a mindset that is increasingly relevant in today’s world,” the spokesperson said.