Sony Marathi has announced the brand line-up for the upcoming season of Kon Honar Crorepati (KHC), with leading brands from across categories coming on board ahead of the show’s premiere on 12th October at 9:00 p.m. Hosted by Madhuri Dixit, who makes her debut as game show host, the new season is bringing together a diverse portfolio of partners, reflecting the strong appeal of the franchise and the growing opportunity for brands to build meaningful connections with audiences through premium entertainment.
With the theme ‘Aata Khel Badalnaar’, the season brings together ChatGPT and PNG Jewellers as Co-presenting Sponsors; Fortune+ Soyabean Oil, Avaada, Yas Island Abu Dhabi and SMFG India Credit as Co-Powered By Partners; and Cotton King, Nirma Salt, Vikram Tea, Joy Personal Care and Sunder Super Coconut Cookies as Special Partners. Ghadi Detergent and Mutual funds sahi hai join as Associate Sponsors. The advertiser portfolio spans technology, jewellery, FMCG, clean energy, travel, financial services, apparels, beverages, personal care and food, reflecting the scale of the platform and its relevance across consumer categories.
Kon Honar Crorepati is a powerful combination of knowledge, aspiration, and the anticipation of the hot seat. This creates a distinctive environment for brands to engage audiences not simply through conventional advertising placements, but by becoming part of the cultural moments, conversations, and experiences that make the show resonate with people across generations and demographic.
For Sony Marathi, the opportunity lies in moving beyond a one-size-fits-all approach to sponsorship. Each collaboration is designed around the brand’s objectives and the show’s content ecosystem, creating bespoke opportunities for brands to participate in relevant moments and connect with audiences in ways that feel organic to the viewing experience. From integrating technology into the gameplay to creating contextual brand moments around the show’s most engaging segments, the new season of KHC demonstrates how entertainment collaborations can evolve from visibility-led associations to meaningful brand experiences built around content, context and audience connection.
Akshay Agrawal, Head – Linear Ad Sales, Sony Pictures Networks India (SPNI), said, “SPNI has built a deep and enduring relationship with its stakeholders, and with the Kon Honar Crorepati franchise, that trust built makes it a powerful platform for brands. This season on Sony Marathi, we are seeing that strength reflect in the breadth of categories coming on board, from technology and financial services to jewellery, FMCG and travel. What excites us is that brands are looking beyond visibility and seeking more meaningful, bespoke ways to participate in content, key moments and audience experience. With Madhuri Dixit at the helm as host, the IP brings together scale, familiarity and strong audience affinity. The response from the market reinforces our belief that Kon Honar Crorepati is more than a television property; it is a platform for brands looking to create relevance, engagement and impact. For brands still evaluating the opportunity, the momentum around this season is a clear signal of the value this platform can unlock.”
Sheeladitya Mohanty, Head of Marketing – India, OpenAI, said, “Building meaningful access to AI in India requires an understanding of the languages and cultural contexts that shape how people learn, think, and engage. What we’re integrating with Sony’s Kon Honar Crorepati places ChatGPT within that context, with Vichaar Saathi giving expression to its role as an aid that extends people’s knowledge while preserving their judgement. Building this for Marathi audiences brings this ambition into a familiar setting, connecting AI’s capabilities with curiosity and aspirations.”
Dr. Saurabh Gadgil, Chairman & Managing Director, PNG Jewellers, said, “PNG Jewellers has been a part of the celebrations and cherished milestones of generations of families for over 194 years. Our association with Kon Honar Crorepati as Co-Presenting Sponsor brings together our shared values of trust, aspiration and celebrating people’s achievements. The show has a strong connection with audiences across Maharashtra, making it a natural platform for us to deepen our engagement with consumers. We are delighted to partner with Sony Marathi for this season and look forward to being part of the inspiring journeys and memorable moments that Kon Honar Crorepati brings to families across the state.”
Jignesh Shah, Category & Media head, Fortune+ Soyabean Oil, said, “Kon Honar Crorepati is more than a television property; it is a platform built on trust, aspiration and the power of making the right choice. For Fortune+ Soyabean Oil, this association is a natural fit as we look to strengthen our position as a trusted everyday choice for Indian families, while leveraging KHC’s unparalleled credibility and family connect.”
Ravi Narayanan, MD & CEO, SMFG India Credit, said, “Our partnership with Sony TV’s Kaun Honar Crorepati reflects SMFG India Credit’s commitment to connecting with the aspirations of Bharat. We believe that meaningful financial empowerment begins with understanding and engaging with customers in the language they are most comfortable with. This association is a testament to our intent and ability to connect with diverse communities on a deeper level celebrate their aspiration by offering them financial solutions. The show’s values of ambition, determination, and progress resonate strongly with our belief in empowering people to create their own ‘Pragati ki Nayi Pehchaan’ (New Identity of Progress).”
Vineet Mittal – Founder and Chairman of Avaada Group,said, “At Avaada, we believe progress begins with empowering people to build a brighter future. Kon Honar Crorepati celebrates this spirit of aspiration and determination, making it a natural fit for our clean-energy vision. We are delighted to connect with Maharashtra’s households through a platform that inspires knowledge, confidence and progress.”
Kon Honar Crorepati premieres 12 October 2026, Monday to Saturday at 9 PM on Sony Marathi and Sony LIV.
