Sony Marathi ropes in 13 brand partners for 'Kon Honar Crorepati' hosted by Madhuri Dixit

Sony Marathi has onboarded 13 brand partners across technology, jewellery, FMCG, clean energy, travel and financial services for the upcoming season of Kon Honar Crorepati (KHC), hosted by Madhuri Dixit. The show will premiere on October 12 at 9 pm.

ChatGPT and PNG Jewellers are the co-presenting sponsors, while 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 are special partners, while Ghadi Detergent and Mutual Funds Sahi Hai are associate sponsors.

The season, themed ‘Aata Khel Badalnaar’, will mark Dixit’s debut as a game show host. The broadcaster is positioning the programme as an opportunity for brands to move beyond conventional advertising and integrate with content and audience experiences.


Also read: Delhi HC seeks Salman Khan's response on 'Kala Hiran' producer's plea

Akshay Agrawal, Head of Linear Ad Sales, Sony Pictures Networks India (SPNI), said the range of brands joining the season reflected the franchise’s appeal.

“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,” Agrawal said, adding that the show offered brands opportunities to build relevance and engagement with audiences.

ChatGPT’s association includes ‘Vichaar Saathi’, an integration intended to position the AI tool as an aid to knowledge while preserving individual judgement.

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.” He said the association would connect AI’s capabilities with the curiosity and aspirations of Marathi-speaking audiences.

Also read: Arijit Singh announces nine-city India tour in 2027

Dr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers, said the partnership aligned with the brand’s longstanding association with families.

“Our association with Kon Honar Crorepati as Co-Presenting Sponsor brings together our shared values of trust, aspiration and celebrating people's achievements,” Gadgil said, adding that the show’s strong connection with audiences across Maharashtra made it a natural platform for the brand.

Jignesh Shah, Category and Media Head, Fortune+ Soyabean Oil, said the partnership would help strengthen the brand’s positioning among Indian families.

“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,” Shah said.

Ravi Narayanan, Managing Director and Chief Executive Officer, SMFG India Credit, said the partnership reflected the company’s commitment to connecting with customers in familiar languages.

“Our partnership with Sony TV's Kaun Honar Crorepati reflects SMFG India Credit's commitment to connecting with the aspirations of Bharat,” Narayanan said. He added that the show’s themes of ambition, determination and progress aligned with the company’s focus on financial empowerment.

Vineet Mittal, Founder and Chairman, Avaada Group, said the show’s themes aligned with the company’s clean-energy vision.

“Kon Honar Crorepati celebrates this spirit of aspiration and determination, making it a natural fit for our clean-energy vision,” Mittal said.

Kon Honar Crorepati premieres on October 12, 2026, and will air Monday to Saturday at 9 pm on Sony Marathi and Sony LIV.