Zed Black Agarbatti has partnered with ‘Kaun Banega Crorepati’ Season 18 on Sony Entertainment Television as an Associate Sponsor.

According to a press release issued by Zed Black, the brand has partnered with ‘Kaun Banega Crorepati’ Season 18 ,the partnership brings together the popular quiz show’s strong connection with Indian families and Zed Black’s association with faith, prayer and festive traditions. The brand will promote its festive campaign, ‘Prarthna Hogi Sweekar’, through the association.

‘Kaun Banega Crorepati’, hosted by Amitabh Bachchan, has remained one of India’s popular television shows for more than two decades. The show is known for stories of knowledge, hope, aspirations and personal achievements.

Ankit Agrawal, Director, Mysore Deep Perfumery House, said the association will help Zed Black connect with consumers during the festive season, when faith, family and celebrations come together.

Akshay Agrawal, Head Linear Ad Sales, Sony Pictures Networks India, said the partnership is a natural fit as both KBC and Zed Black’s campaign focus on themes of faith, hope and aspirations.

The partnership is part of Zed Black’s wider brand-building strategy. The company has previously associated with cricket and sports properties, including the Delhi Capitals, India vs South Africa T20I Series, India Tour of Ireland T20I Series and Madhya Pradesh League. The brand also has a long-standing association with cricketer MS Dhoni.

Zed Black, a brand from Mysore Deep Perfumery House, offers products including incense sticks, dhoop sticks, Bhimseni camphor, fragrances and other devotional products. The company exports its products to more than 45 countries.

Through its association with KBC Season 18, Zed Black aims to strengthen its connection with Indian consumers and take its ‘Prarthna Hogi Sweekar’ campaign to audiences across the country during the festive season.