MUMBAI:  Marketers could learn from this collab between Sony and skill-based gaming platform Zupee on how to acquire customers and retain them. The two have partnered to increase stickiness for the Amitabh Bachchan-hosted millionaire  (in India it is the crorepati ) show,  Kaun Banega Crorepati. 

Titled, 'ghar baithe jeeto jackpot' contest, offering viewers a chance to win cash prizes by showcasing their knowledge and skills.

The contest, which began on 24 January 2025, awards Rs 1 lakh each to five winners every week. Participants can join from the comfort of their homes by answering questions aired “during” KBC episodes. (So obviously those eager to pocket the Rs 1 lakh will do more than watch, they probably will watch the episodes with a magnifying glass and volume  on full.)

Zupee  COO Akanksha Dhamija, said: “Our aim is to make skill-based games accessible to everyone. The 'ghar baithe jeeto jackpot' contest offers millions the chance to win big by leveraging their knowledge and skills.”

Sony Pictures Network India head of sales for network channels Sandeep Mehrotra added: "KBC has always celebrated knowledge and aspiration. This collaboration with Zupee enhances viewer engagement, making the dream of winning big more accessible.”

To participate, viewers must download the Zupee app, tune in to KBC on Sony Entertainment Television every Friday at 9 pm, and submit answers via the app by Monday midnight. Winners are announced during the following Friday's episode, with a new question aired weekly.

Zupee, founded in 2018 by IIT Kanpur alumni Dilsher Singh Malhi and Siddhant Saurabh, is India's largest skill-based ludo platform. The company is backed by investors such as WestCap Group, Matrix Partners India, and Orios Venture Partners.

This collaboration marks a new chapter in interactive entertainment, bringing together Zupee's expertise in skill-based gaming and KBC's knowledge-driven format to reward  Indian viewers