This approach reflects SPNI’s understanding of audiences as selective and value driven. Viewers respond to immediacy, momentum, and a visible sense of progress; qualities that game shows and reality formats deliver naturally. This insight underpins SPNI’s recent adaptation of Wheel of Fortune, the world’s longest-running game show, hosted by Akshay Kumar and designed as a participative family experience. It also aligns with the sustained success of franchises such as Kaun Banega Crorepati, which completed 25 years this year and continues to see strong engagement from the 18-40 age group across metros as well as Tier 2 and Tier 3 markets through its Play Along format.

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~MARUTI SUZUKI, MAAZA, PIDILITE (ROFF), PHILIPS HOME APPLIANCES, STOCKGRO, DENVER PERFUMES, & STATE BANK OF INDIA ONBOARED AS PARTNERS FOR SONY ENTERTAINMENT TELEVISION~ 

Mumbai, 24th January 2026: Sony Pictures Networks India announces strong brand partnerships for the Indian edition of the world’s most popular TV game show, Wheel of Fortune. Joining India’s inaugural edition, the sponsors on Sony Entertainment Television are Maruti Suzuki and Maaza as Co–presenting Partner, Co-powered by Pidilite (Roff), Philips Home Appliances, StockGro and Denver Perfumes, and State Bank Of India as Special Partner.

Headlined by one of India’s biggest celebrities, Akshay Kumar, the show brings together the strength of an iconic global IP, star-led scale and mass appeal, elements of comedy and interactivity, and deeply engaging family entertainment, making it a compelling platform for advertisers to connect meaningfully with audiences across the country.

Akshay Agrawal, Head – Linear Ad Sales, Sony Pictures Networks India (SPNI):

“At Sony Pictures Networks India, we are thrilled to bring the world’s most successful television game show, Wheel of Fortune to Indian audiences and advertisers. Globally, the format has consistently delivered exceptional brand values, and we are delighted to announce our sponsors on Sony Entertainment Television. We have designed the show as an integrated platform where brands can be naturally woven into the content which helps in driving deeper engagement and stronger brand recall. Our goal is to ensure a seamless experience for both advertisers and viewers. With Akshay Kumar, as the host, Wheel of Fortune is set to become a landmark franchise in the Indian television for both linear and digital.”

“We are delighted to partner with Sony Entertainment Television for the Indian edition of Wheel of Fortune, a globally iconic entertainment format that has captivated audiences for decades. Driven by a customer-centric approach, Maruti Suzuki has always believed in creating joyful journeys for consumers, be it with products or family entertainment through lifestyle associations that reach multi-generational audiences.”

“Wheel of Fortune is a format which naturally brings families together, and that’s a space where Philips has always belonged. We are excited to partner with Sony Entertainment Television for this marquee property, as it brings global-scale entertainment to India, driven by star power and engaging gameplay. As a brand present in millions of Indian homes, this partnership allows us to show up in a culturally meaningful way, beyond just products, helping us deepen our connection with consumers during everyday, real-life viewing occasions.”

“StockGro’s partnership with Wheel of Fortune India reflects our belief that real wealth gets created by making the right investment choices. The show’s emphasis on quick thinking and recognising opportunities mirrors how investing actually works. At StockGro, our goal is to help people move from guesswork to conviction in the stock market and this partnership lets us share that message in a fun and meaningful way.”

“Roff is India’s trusted and pioneering tile-fixing brand. Carrying that pioneering spirit forward, we are proud to associate with the very first India season of the internationally acclaimed game show, Wheel of Fortune. This partnership, along with a prominent role in the show, provides a powerful platform to connect with diverse audiences nationwide – driving stronger brand visibility and resonance in a high-impact entertainment environment. We look forward to being part of this exciting journey with Sony Entertainment Television.”

“Wheel of Fortune is a format known for its credibility and strong connection with audiences – values that align closely with Denver’s journey as a brand. We are pleased to partner with Sony Entertainment Television on this marquee property, which continues to engage viewers across age groups and markets. This collaboration gives Denver Perfumes a relevant platform to be part of everyday entertainment, strengthen brand visibility, and build meaningful connections with households nationwide, while staying true to our focus on confidence and modern masculinity.”

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Mumbai, 19^th December 2025: Sony Pictures Networks India (SPNI) is set to bring Indian audiences one of the most celebrated entertainment franchises in the world — Wheel of Fortune. Recognized by Variety Magazine as the Most-Watched Entertainment Show on American Television, cited by Guinness World Records as the World’s Most Popular TV Game Show and awarded by Daytime Emmy® Award for Outstanding Game Show, this global phenomenon now finds its home in India.

The Indian edition promises to be a high-energy, star-powered spectacle headlined by Bollywood Actor Akshay Kumar whose enduring television dominance continues – as five of his satellite premieres crossing 2.5+ TVR* (According to the Broadcast Audience Research Council, 2019-2025) underscoring his unmatched audience pull and advertiser magnetism.

Sony Pictures Networks India is gearing up for one of the largest integrated media launches in the recent years to ensure Wheel of Fortune becomes an unmissable event.

Anchored in the network’s ecosystem (Sony Entertainment Television × Sony LIV), Wheel of Fortune India will offer advertisers a unique proposition — unmatched brand-building scale via television and precision engagement via digital. This seamless, cross-screen strategy allows brands to tell a unified story — from living rooms to mobiles — with measurable impact and recall.

More than just a format launch, Wheel of Fortune will represent a content and brand integration revolution, combining global IP strength, star-led game show, and interactivity with Play Along on Sony LIV to deliver India’s next prime-time blockbuster — and one of the most powerful advertising platforms of 2026.

Highgate Entertainment, LLC has licensed the format to Sony Pictures Network India and Frames Production Company is producing the Indian edition for Sony Pictures Networks India.

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