Kotak Life Partners with Kaun Banega Crorepati to Celebrate 25 Years

Kotak Life joins hands with Kaun Banega Crorepati as partner sponsor, marking a shared journey of empowering Indians through knowledge and financial confidence.

Kotak Mahindra Life Insurance Company Ltd has announced a landmark partnership with Kaun Banega Crorepati, India’s most iconic quiz show, as part of its 25-year celebrations. Both brands, completing a quarter century of trust and relevance, are uniting to inspire Indians with the confidence to dream, decide, and move forward with courage.

As the exclusive life insurance partner on Sony LIV, Kotak Life will be deeply integrated into the show. One of the most visible elements will be its sponsorship of the popular Audience Poll lifeline, where “Janta Janardhan” helps contestants take the right step forward. The brand has positioned this lifeline as a symbol of support, strength, and ‘Hausla’—values that align with the very essence of life insurance.

Viewers will notice the brand woven into the show through aston bands, curated content sections such as a dedicated “Video on Demand” space showcasing memorable KBC moments, and multiple in-show integrations designed to build brand resonance.

Speaking on the association, Ashish Nair, Chief Marketing Officer and Head of Customer Value Management and Health Tech at Kotak Life, said that KBC’s unmatched reach and credibility make it the ideal platform to highlight the relevance of life insurance in everyday life. He added that the brand’s storytelling across the season will focus on building trust and memorability while reinforcing Kotak Life’s promise of being there for customers when they need it most.

The partnership will run through the entire season until December, underscoring Kotak Life’s commitment to driving awareness, accessibility, and affordability in life insurance. As part of the industry’s larger vision of Insurance for All by 2047, this collaboration represents both a milestone celebration and a forward-looking strategy to deepen consumer engagement.

By combining the reach of India’s most beloved game show with the trust of one of the country’s leading life insurers, this association is set to deliver impact far beyond entertainment. It is about empowering Indians to make informed choices and building confidence for a secure future.

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