Mumbai, July 20 -- As Kaun Banega Crorepati turns 25, it's not just marking time; it's evolving with it. The new campaign for Season 17, titled Jahaan Akal Hai, Wahan Akad Hai (Where there is wisdom, there is swag) is a lesson in how legacy brands can reinvent themselves without losing their soul. What was once a celebration of hope is now a statement of earned confidence. Knowledge, it tells us, isn't just something to be respected, it's something to own, with pride and presence.

Directed by filmmaker Vikas Bahl and anchored by the iconic Amitabh Bachchan, the campaign unfolds over three sharply scripted ad films. Each features an everyday Indian reclaiming dignity using intellect, not aggression, not influence, not wealth, but pure pre...