Sony Marathi has announced the brand partners for the upcoming season of ‘Kon Honar Crorepati’, hosted by Madhuri Dixit. The show will premiere on October 12, 2026, and will air from Monday to Saturday at 9 pm on Sony Marathi and Sony LIV.

According to a SPNI press release from Mumbai today,with the theme ‘Aata Khel Badalnaar’, the new season has attracted brands from various sectors, including technology, jewellery, FMCG, clean energy, travel, finance, apparel, beverages, personal care and food.

ChatGPT and PNG Jewellers have joined the show as co-presenting sponsors. Fortune+ Soyabean Oil, Avaada, Yas Island Abu Dhabi and SMFG India Credit are the co-powered-by partners.

Cotton King, Nirma Salt, Vikram Tea, Joy Personal Care and Sunder Super Coconut Cookies have joined as special partners, while Ghadi Detergent and Mutual Funds Sahi Hai are the associate sponsors.

The show offers brands opportunities to connect with audiences through activities and moments linked to the programme. The network aims to create brand integrations that fit naturally into the show’s content and viewing experience.

Akshay Agrawal, Head of Linear Ad Sales at SPNI, said the wide range of brands joining the season reflects the show’s appeal among audiences. He added that brands are looking beyond regular advertising and seeking meaningful ways to connect with viewers through the show’s content and key moments.

Sheeladitya Mohanty, Head of Marketing for India at OpenAI, said the partnership aims to make artificial intelligence more accessible by connecting ChatGPT with the languages and cultural contexts in which people learn and engage. The integration will feature ‘Vichaar Saathi’, which aims to help people expand their knowledge while preserving their own judgement.

Dr Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers, said the partnership brings together shared values of trust, aspiration and achievement. He added that the show’s strong connection with audiences across Maharashtra makes it a suitable platform for the brand.

Jignesh Shah, Category and Media Head at Fortune+ Soyabean Oil, said the association aligns with the brand’s focus on being a trusted everyday choice for Indian families.

Ravi Narayanan, Managing Director and CEO of SMFG India Credit, said the partnership reflects the company’s aim to connect with people across India and support their aspirations through financial solutions.

Vineet Mittal, Founder and Chairman of Avaada Group, said the show’s focus on aspiration and determination aligns with the company’s clean-energy vision.

With Madhuri Dixit making her debut as a game show host, the new season of ‘Kon Honar Crorepati’ aims to connect with audiences through knowledge, aspiration and entertainment while offering brands opportunities to engage with viewers.