Sony Marathi signs 13 brands for Kon Honar Crorepati
Sony Marathi has lined up 13 sponsors for Kon Honar Crorepati, from ChatGPT and PNG Jewellers to FMCG and finance, ahead of its October 12 premiere.
Sony Marathi has signed 13 brands for the new season of Kon Honar Crorepati, which premieres on October 12 with Madhuri Dixit as host. The season is themed Aata Khel Badalnaar, and the sponsor list spans technology, jewellery, FMCG, travel, finance, beauty and consumer categories.
01 · The lineup
The sponsorship structure gives each brand a clear role.
- Co-presenting: ChatGPT and PNG Jewellers
- Co-powered by: Fortune+ Soyabean Oil, Avaada, Yas Island Abu Dhabi and SMFG India Credit
- Special partners: Cotton King, Nirma Salt, Vikram Tea, Joy Personal Care and Sunder Super Coconut Cookies
- Associate sponsors: Ghadi Detergent and Mutual Funds Sahi Hai
The breadth mirrors the categories that matter in Maharashtra household decisions: daily staples, personal care, financial planning, festive jewellery and travel. The show airs Monday to Saturday at 9 PM on Sony Marathi and Sony LIV.
02 · Why this matters
The real story is not the 13-brand count but the intent behind it. Sony Pictures Networks India’s head of linear ad sales, Akshay Agrawal, says brands are “looking beyond visibility” and seeking more meaningful, bespoke ways to participate in content, key moments and audience experience. That is a shift from buying spots to buying presence.
ChatGPT’s participation shows how a global technology brand can localise. OpenAI’s head of marketing for India, Sheeladitya Mohanty, describes the in-show Vichaar Saathi feature as an aid that extends people’s knowledge while preserving their judgement, built for Marathi audiences. Instead of treating regional language as an afterthought, the integration puts AI inside a familiar cultural setting.
PNG Jewellers framed the tie-up around trust and family milestones. Fortune+ Soyabean Oil connected the show’s premise of making the right choice to its everyday kitchen product. SMFG India Credit used the moment to talk about financial empowerment in the consumer’s own language. Each sponsor is translating the show’s central emotion into its category, not just running an ad around it.
03 · What to do about it
The list is effectively a sponsorship ladder. Co-presenting sponsors buy closer cultural ownership; co-powered partners buy category association; special partners find contextual relevance; associate sponsors buy reach. The first planning question is not how many GRPs you can buy, but where the brand can naturally enter the format.
When evaluating a regional property, ask what role your brand can play in the gameplay, a key segment or a local-language insight. If the only answer is a logo, the buy is probably too shallow. If the brand can be part of a decision moment or a family-viewing ritual, the sponsorship earns its premium.
Source: Afaqs!
