“Kaun Banega Crorepati,” a show that has become synonymous with the aspirations of millions, has returned for its 15th season, accompanied by the highly acclaimed feature, ‘KBC Play Along‘ on Sony LIV.

This reality show has a significant impact on people’s lives and continues to be cherished by audiences of all ages.

The ‘KBC Play Along’ feature allows users to participate in real-time while watching the show on the app, offering advertisers an ideal platform to target a highly engaged audience through exclusive integrations on Sony LIV.

In this endeavor to engage with a diverse and extensive audience, renowned brands have partnered with Sony LIV to convey their brand messages and connect with viewers through unique brand integrations. ACKO, India’s leading digital insurance company, and Vimal have come on board as ‘Co-Presenting Sponsors.’

As part of their partnership, ACKO has strategically collaborated with the platform for KBC lifelines across the show and Play Along, emphasizing the brand’s role as consumers’ go-to lifeline for insurance needs in health and auto categories.

IDFC FIRST Bank joins as the ‘Banking Partner,’ exclusively representing banking branding throughout the show, including the presentation of IDFC FIRST Bank, branded cheques to the winners and interactive assets on Play Along.

India’s major electronics retailer, Croma, participates as a ‘Co-Powered Sponsor’ and will conduct unique quizzes for its online and offline customers, offering them a chance to be special guests on the KBC set and other rewards. To enhance the brand’s online presence, contestants who win more than 25 lakhs can select a Croma appliance as a prize from “Croma.com Cart Unlocked.”

The show also features UltraTech Cement, Parle Agro, and Atomberg as Partner sponsors, along with other prominent advertisers.

Ranjana Mangla, Head of Ad Sales Revenue at Sony LIV, commented, “Kaun Banega Crorepati has truly become an essential part of Indian culture, representing knowledge, aspiration, and growth. A huge and diverse audience base along with active participation via LIV exclusive Play-along provides advertisers scaled reach with multiple touchpoints supported by innovative integrations and contextual creative renditions to land their message effectively in a seamless manner.”

Continued sponsorship partnerships with Acko, IDFC, Vimal, UltraTech, and repeat investments from many others demonstrate the value that KBC delivers to advertisers on board.

Shibashish Roy, COO of Croma, expressed excitement about the partnership, saying, “We are excited to team up with Sony LIV for KBC, a journey filled with knowledge, excitement, and endless possibilities. Like the show’s spirit, Croma aims to empower people with the latest technology and seamless experiences. The partnership highlights our common goal to spark curiosity and shape a world where innovation is limitless.”

Nadia Chauhan, Joint Managing Director and CMO of Parle Agro, added, “At Parle Agro, we are thrilled to associate our Smooth dairy beverage with the intellectually stimulating Kaun Banega Crorepati on Sony LIV. We eagerly anticipate rewarding the Play Along participants, who showcase sharp intelligence and keen insight—traits that echo the essence of both our brand and the show. This alliance embodies our steadfast dedication to innovation, knowledge, and unparalleled quality.”

Viewers can catch Season 15 of KBC and play along on Sony LIV!