MADHURI DIXIT USHERS KON HONAR CROREPATI INTO LANDMARK NEW PHASE

Sony LIV has unveiled a landmark new season of Kon Honar Crorepati, hosted by Madhuri Dixit. Combining the credibility of an iconic format with her star power, the Marathi edition is backed by partners including ChatGPT, Vijay Sales, Campure and Lyra, signalling strong market confidence and ambitious regional expansion.

Sony LIV has announced the return of Kon Honar Crorepati in a striking new avatar, with Madhuri Dixit stepping in as host for the Marathi edition. The move marks a defining moment for the franchise, blending the familiarity of a much-loved format with contemporary sensibilities and the charisma of one of India’s most celebrated stars. Dixit’s unparalleled popularity and her deep cultural connection with audiences elevate the show’s appeal, creating a powerful platform for brands to engage meaningfully with viewers.  

The season is bolstered by a strong line-up of partners, with ChatGPT joining as Co-Presenting Partner alongside Vijay Sales, Campure and Lyra. Their involvement underscores the confidence that the market places in the property, reflecting its enduring resonance with audiences and its ability to make knowledge both entertaining and aspirational.  

Ranjana Mangla, Head of Digital Ad Sales and YouTube Business at Sony Pictures Networks India (SPNI), described the launch as a milestone in the company’s regional expansion journey. “As we embark on an ambitious regional expansion journey, Kon Honar Crorepati marks a significant milestone in scaling our regional entertainment proposition. Building on the iconic legacy of Kaun Banega Crorepati, we are launching the Marathi edition on a grand scale with the legendary Madhuri Dixit as the host. This is a powerful beginning to our regional growth journey and we look forward to welcoming more brand partners to be part of this exciting season,” she said.  

The integration of ChatGPT into the show adds a distinctive dimension, positioning artificial intelligence as a companion to curiosity and learning. Sheeladitya Mohanty, Head of Marketing – India at OpenAI, emphasised the cultural significance of this collaboration. “Building meaningful access to AI in India requires an understanding of the languages and cultural contexts that shape how people learn, think, 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. Building this for Marathi audiences brings this ambition into a familiar setting, connecting AI’s capabilities with curiosity and aspirations,” he explained.  

The new season of Kon Honar Crorepati thus represents more than just a continuation of a successful format. It is a bold reimagining that combines the credibility of a trusted brand with the dynamism of a superstar host and the innovation of AI. For audiences, it promises an engaging blend of entertainment and empowerment, while for brands it offers a platform that is both culturally relevant and commercially robust. As Madhuri Dixit takes centre stage, the show enters a landmark new phase, reaffirming its place as a cultural phenomenon and a beacon of knowledge-driven entertainment.