Sony Pictures Networks India (SPNI) has unveiled ‘Sochna Padega’ as the central theme for the upcoming season of Kaun Banega Crorepati (KBC), underscoring the importance of applying knowledge in an era where information is readily accessible. Hosted by Amitabh Bachchan, KBC Season 18 is set to premiere on August 10 at 9 PM on Sony Entertainment Television and Sony LIV, followed by weekday telecasts from Monday to Friday.
Built around the insight that competitive advantage today lies not in possessing information but in interpreting, connecting and applying it, the new campaign positions KBC as a platform that celebrates critical thinking. Through a series of brand films featuring Amitabh Bachchan, the campaign portrays relatable everyday situations to reinforce that while technology has transformed access to knowledge, the ability to analyse information and adapt meaningfully remains invaluable.
The campaign culminates in the message: “Kyunki Is Baar KBC par jawab yaad rakhne se kaam nahi chalega… Sochna Padega,” highlighting the show’s renewed focus on reasoning over rote memorisation.
Speaking on the release, a Sony Pictures Networks India spokesperson said, “KBC has become a cultural phenomenon that has firmly established itself as a knowledge-led conversation starter. This season, with ‘Sochna Padega’, the conversation evolves to celebrate the power of applied knowledge & decision making. This season, KBC is championing a mindset that is increasingly relevant in today’s world.”
