Brain begets swagger in KBC 17 promos

Kaun Banega Crorepati’s (KBC) new promos for its 17th season don’t focus on overcoming the brain befuddlers contestants encounter on the hot seat. Instead, they highlight how the power of knowledge helps people stand up to those perched higher on the economic and social ladder.

In one of the two spots, a bunch of well-heeled loudmouths beckon and demean a waiter who, as it turns out, is the manager. Not that it should impact how people are treated. She claps back with a fact about the origins of Manchurian when one of them mocks her, asking, “Will it come from China?”

Amitabh Bachchan, who is dining at a nearby table and privy to this conversation, looks at us, the viewers, and smirks, “Jahan akal hai wahan akad hai.”

The second promo follows a similar theme. Both shine a curious light on the nature of KBC. There is emphasis on the quiz and the contestants’ knowledge, but also a growing nod to their struggles and how the prize money can help them escape hardship for a better life.

If YouTube views are any indication of the show’s popularity, KBC can pat itself on the back. One of the two promos has clocked 1.5 million views in six days since its upload, while the other has crossed one hundred thousand views just a day after its release on the Alphabet-owned video-sharing platform.

Another popular aspect of the quiz show is the Govardhan Ghee brand integration. Contestants can win a year’s supply of ghee along with the prize money, and such is the love for this segment that it is common to hear people joke they would rather participate in the show for the ghee than the money.

There is no mention of sponsors for this season of KBC in either of the two promos. The show will air on Sony Entertainment Television from Monday to Friday at 9 p.m. and will also stream on SonyLIV starting August 11, 2025.