The Marathi quiz show returns on October 12, with Sony LIV bringing together an iconic television format, a superstar host and a growing roster of brand partners.

The appeal of a great quiz show lies in its ability to turn knowledge into a shared experience. A question sparks curiosity, an answer builds anticipation, and suddenly, an ordinary evening becomes an exercise in what we know — and what we are yet to discover.

This October, Kon Honar Crorepati returns with a refreshed identity, a new season led by Madhuri Dixit and a strong slate of brand partnerships. The Marathi adaptation of the iconic Kaun Banega Crorepati format premieres on October 12, 2026, at 9 pm on Sony Marathi and Sony LIV, bringing regional entertainment, interactive learning and brand engagement into the spotlight.

Among the season’s key partners is ChatGPT, which joins as Co-Presenting Partner, alongside Vijay Sales, Campure and Lyra.

Madhuri Dixit Meets an Iconic Television Format

With her enduring popularity and connection with audiences, Madhuri Dixit brings a familiar star presence to a format built around knowledge, aspiration and participation. Her association gives the new season a distinct identity while retaining the central appeal of a quiz show that invites viewers to test their knowledge and dream bigger.

For Sony Pictures Networks India (SPNI), the season also represents a step in its broader regional entertainment strategy, using an established format to connect with Marathi-speaking audiences through a locally relevant experience.

Ranjana Mangla, Head of Digital Ad Sales and YouTube Business at SPNI, described the show as an important milestone in the network’s regional expansion plans.

Building on the legacy of Kaun Banega Crorepati, she noted, the Marathi edition is being launched on a larger scale, with Madhuri Dixit as host. She also expressed the network’s intention to welcome more brand partners into the season.

ChatGPT Joins the Conversation

One of the season’s notable partnerships is with ChatGPT, reflecting the growing intersection of technology, knowledge and entertainment.

According to Sheeladitya Mohanty, Head of Marketing – India at OpenAI, making AI more accessible requires an understanding of the languages and cultural contexts through which people learn 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,” Mohanty said.

The partnership brings this idea to Marathi audiences through a familiar entertainment format, connecting AI’s capabilities with curiosity, learning and aspiration.

The emphasis on Vichaar Saathi — positioned as a companion to thought — also speaks to a wider conversation about how AI can support people in exploring ideas and expanding their knowledge while leaving judgement and decision-making in human hands.

The Business of Regional Entertainment

The return of Kon Honar Crorepati also highlights the commercial potential of regional television properties that combine established formats with strong cultural relevance.

Alongside ChatGPT, the season is backed by Vijay Sales, Campure and Lyra. The partnerships demonstrate how a recognisable entertainment property can bring together brands from different categories around a shared audience experience.

For advertisers, regional programming offers an opportunity to connect with viewers through language, cultural familiarity and formats that encourage active participation rather than passive viewing. For broadcasters, such partnerships can help strengthen the commercial proposition of regional content while creating new opportunities for audience engagement.

As Sony LIV and Sony Marathi expand the show’s presence, the season brings together television’s established appeal and the evolving role of digital platforms in how audiences discover and consume entertainment.

When and Where to Watch

Kon Honar Crorepati premieres on October 12, 2026, at 9 pm, on Sony Marathi and Sony LIV.

With Madhuri Dixit at the helm and a new set of brand partnerships supporting its return, the show is preparing to bring another season of questions, knowledge and possibility to Marathi-speaking households.

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