The partnership carries significant brand synergy, as KBC host Amitabh Bachchan is Kalyan Jewellers’ global brand ambassador and resonates deeply with audiences across age groups. The brand aims to connect with customers across linguistic and regional demographics through the show
Thrissur: Kalyan Jewellers has announced its continued partnership with Sony Entertainment Television’s flagship show Kaun Banega Crorepati (KBC), joining Season 17 as an associate partner. This collaboration builds on the brand’s longstanding relationship with the iconic quiz show, which has served as a high-impact platform for reaching mass Indian audiences across linguistic and regional demographics.
The partnership carries significant brand synergy, as KBC continues to be hosted by Amitabh Bachchan, who has served as Kalyan Jewellers’ global brand ambassador since 2012.This alignment not only reinforces the brand’s credibility but also amplifies its emotional connect with consumers, given Bachchan’s deep resonance with audiences across generations.
Notably, in KBC Season 15 (2023), Kalyan Jewellers served as one of the show’s associate sponsors. That year, Amitabh Bachchan introduced Kalyan’s limited‑edition Ashta Lakshmi and Ashta Vinayak gold coins on the show in a high‑visibility Diwali campaign. These cultural‑themed coins (featuring deities Lakshmi and Ganesha) and festive offers were showcased directly during the KBC broadcast, reinforcing both tradition and reach.Kalyan Jewellers continued this trajectory in KBC Season 16 (2024) as well, being listed again among the show’s high-profile partners.
Since beginning its association with Kaun Banega Crorepati, Kalyan Jewellers has strategically leveraged the show and Amitabh Bachchan’s cultural cache—as a powerful branding platform and a central pillar of the company’s national marketing strategy.Over the years, the company has successfully leveraged KBC’s unparalleled reach to connect with viewers across India, enhancing brand recall and customer loyalty.
Through its association with KBC Season 17, which premiered on August 11 and airs weeknights at 9 PM on Sony Entertainment Television and SonyLIV, the brand aims to deepen engagement with both new and existing customers. The campaign supports Kalyan Jewellers’ broader marketing strategy focused on domestic and international expansion, targeted promotions and customer-centric branding.
The company views KBC not just as a media buy but as a brand-building opportunity. This partnership marks another step in Kalyan Jewellers’ approach to combine strategic collaborations with consistent brand messaging to support its business growth.
Headquartered in Thrissur, Kerala, Kalyan Jewellers is one of India’s largest jewellery retailers. The company currently operates over 400 showrooms across India, the Middle East and the USA.
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