Mumbai, Aug 22 2026: Two iconic brands with a deep connect with Indian consumers have come together this festive season, with Zed Black Agarbatti, one of India’s leading prayer essentials and fragrance brands from Mysore Deep Perfumery House (MDPH), partnering with Kaun Banega Crorepati (KBC) Season 18 on Sony Entertainment Television as an Associate Sponsor. The association brings together KBC’s enduring connect with Indian families and Zed Black‘s deep-rooted association with faith, tradition and everyday rituals, creating a meaningful platform for the brand’s festive campaign ‘Prarthna Hogi Sweekar’.
For over two decades, Kaun Banega Crorepati has inspired generations through stories of hope, perseverance, and aspirations, making it one of India’s most trusted and celebrated television shows. Through this association, Zed Black aims to deepen consumer engagement while reinforcing its festive campaign, ‘Prarthna Hogi Sweekar’, celebrating faith, devotion, and the belief that every heartfelt prayer is heard.
Commenting on the association, Ankit Agrawal, Director, Mysore Deep Perfumery House, said, “This festive season, we are delighted to partner with Kaun Banega Crorepati Season 18 as an Associate Sponsor on Sony Entertainment Television. KBC is much more than a game show, it is a celebration of knowledge, aspirations and hope that has inspired millions of Indian families over the years. As one of India’s leading prayer essentials brands, this association perfectly complements our festive campaign, ‘Prarthna Hogi Sweekar ‘, and gives us an opportunity to connect with consumers during a time when faith, family and celebrations come together. We look forward to becoming part of these meaningful moments across Indian households.”
Anshul Agrawal, Director, Mysore Deep Perfumery House, further added, “As a brand with a growing national and global footprint, we look at media platforms from a long-term perspective, not just for immediate reach, but for their ability to build sustained consumer relevance. KBC has remained relevant across generations because it has become part of India’s cultural fabric, and that kind of familiarity and trust is difficult to replicate. At the same time, consumer attention is evolving rapidly, and newer, digital-first formats offer opportunities for deeper engagement. Our approach is to build a balanced media portfolio, leveraging the enduring power of established national platforms while selectively investing in emerging formats that can shape the next phase of consumer connect.”
Akshay Agrawal, Head – Linear Ad Sales, Sony Pictures Networks India, “KBC brings families together around knowledge, aspiration and stories of personal progress. Zed Black’s Prarthna Hogi Sweekar campaign is rooted in faith and hope, making the association particularly relevant as we enter the festive season. We are delighted to welcome Zed Black Agarbatti to KBC Season 18 and look forward to bringing the partnership alive for viewers across the country.”
The partnership forms part of Zed Black‘s broader brand-building strategy of associating with marquee platforms that resonate deeply with Indian consumers. Building on its successful association with Indian cricket, the brand has served as the Official Prayer Partner of the Delhi Capitals and partnered with premier sporting properties including the India vs South Africa T20I Series, the India Tour of Ireland T20I Series, and the Madhya Pradesh League. Its long-standing association with cricket legend MS Dhoni has further strengthened consumer trust and brand recall, making sports and entertainment integral pillars of the brand’s marketing journey
Today, Zed Black has evolved into one of India’s most comprehensive prayer essentials brands, offering a diversified portfolio across incense sticks, dhoop sticks, Bhimseni camphor, fragrances, and other devotional products. The company exports to 45+ countries and continues to strengthen its leadership through innovation, manufacturing excellence, sustainable practices, and strategic consumer engagement.
As families across India come together to celebrate the festive season, Zed Black‘s association with Kaun Banega Crorepati Season 18 on Sony Entertainment Television reinforces its commitment to being part of meaningful moments of faith, hope, and togetherness, while taking the message of ‘Prarthna Hogi Sweekar’ to millions of homes across the country.