Zed Black Agarbatti joins KBC Season 18 as Associate Sponsor on Sony Entertainment Television – MediaNews4U

Mumbai: Zed Black Agarbatti, a prayer essentials and fragrance brand from Mysore Deep Perfumery House (MDPH), has partnered with Kaun Banega Crorepati (KBC) Season 18 on Sony Entertainment Television as an Associate Sponsor.
The association brings together KBC’s connect with Indian families and Zed Black’s positioning around faith, tradition and everyday rituals. Through the partnership, the brand will bring its festive campaign, ‘Prarthna Hogi Sweekar’, to the show, reinforcing its message of faith, devotion and the belief that heartfelt prayers are heard.
Kaun Banega Crorepati has built a strong connect with Indian audiences over more than two decades through stories of hope, perseverance, knowledge and aspiration. Zed Black aims to use the association to strengthen consumer engagement and connect with audiences during the festive season.
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, said, “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 is part of Zed Black’s broader brand-building strategy of associating with marquee entertainment and sports properties that have a strong consumer connect. The brand has previously partnered with Indian cricket, including serving as the Official Prayer Partner of the Delhi Capitals and associating with properties such as the India vs South Africa T20I Series, India Tour of Ireland T20I Series and Madhya Pradesh League.
Its long-standing association with cricket legend MS Dhoni has also contributed to the brand’s consumer recall, with sports and entertainment forming key pillars of its marketing strategy.
Zed Black has expanded its portfolio across incense sticks, dhoop sticks, Bhimseni camphor, fragrances and other devotional products. The company exports to more than 45 countries and continues to focus on product innovation, manufacturing capabilities, sustainability and consumer engagement.
With the festive season bringing families together across India, the association with KBC Season 18 gives Zed Black a national entertainment platform to extend the message of ‘Prarthna Hogi Sweekar’ and strengthen its connection with consumers around faith, hope and togetherness.
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