Sony Entertainment Television has announced the launch of the 17th season of its popular quiz show, Kaun Banega Crorepati (KBC), scheduled to premiere on August 11. The new season is accompanied by a campaign titled “Jahaan Akal Hai, Wahaan Akad Hai”, which focuses on the role of knowledge in empowering individuals and shaping a confident, modern India.
Jahaan Akal Hai, Wahaan Akad Hai
The campaign, directed by filmmaker Vikas Bahl and produced by his studio Good Co., highlights how intellectual capability contributes to self-assurance and ambition among everyday Indians. The theme underscores the idea that confidence—or “akad”—stems not from material possessions, but from knowledge and the belief in one’s own potential.
“KBC has always been more than a quiz show, it’s a window into India’s changing mindset. India today is ready to shine because knowledge gives them courage, confidence, and that earned sense of pride. And when you have that kind of akal, a bit of akad or the swag that come with it is only natural. It’s not arrogance, but the belief that ‘Main bhi kar sakta hoon’.” Bahl said.
“Kaun Banega Crorepati has always stood as a celebration of knowledge and the quiet pride that comes with it. This year’s campaign, ‘Jahan Akal Hai, Wahan Akad Hai’, captures that sentiment beautifully and encouraging people to take pride in their intellect and to walk tall with the confidence that comes from truly knowing.” Host Amitabh Bachchan added.
When will KBC start?
Kaun Banega Crorepati Season 17 will air Monday through Friday at 9 PM on Sony Entertainment Television and SonyLIV. KBC is a long-running Indian television quiz show that tests participants’ general knowledge for a chance to win cash prizes, with the top prize often reaching several crores. Hosted by actor Amitabh Bachchan since its inception in 2000, the show is based on the international format of Who Wants to Be a Millionaire?. Known for its engaging format, emotional storytelling, and focus on everyday individuals from across India, KBC has become a cultural phenomenon that blends entertainment with education, inspiring viewers with stories of aspiration, perseverance, and the transformative power of knowledge.