Xiaomi: Xiaomi, Sony partner for Kaun Banega Crorepati’s ‘Video Call a Friend’ lifeline

Xiaomi India has partnered with Sony Entertainment’s television show – Kaun Banega Crorepati. This collaboration will introduce a new way for contestants to seek the “Video Call a Friend” lifeline. In the latest season of Kaun Banega Crorepati, the ‘Video Call a Friend’ lifeline will be powered by Xiaomi’s 5G devices. This includes the latest Redmi 12 5G smartphone. The lifeline enables contestants to connect with their friends through video calls and helps them make informed decisions during the game.

Kaun Banega Crorepati hosted by Amitabh Bachchan combines knowledge and entertainment and has been a popular show since its inception.

What Xiaomi has to say about this partnership
Commenting on the partnership, Anuj Sharma, Chief Marketing Officer (CMO) at Xiaomi India stated: “Kaun Banega Crorepati has been an integral part of Indian households for years. Like the show, Xiaomi India has been touching millions of hearts in its 9 years of journey in India. Both are rooted in authenticity and dedicated to connecting with the masses. Through this collaboration, we are delighted to introduce a fresh dimension to the ‘Video Call a Friend’ lifeline through our 5G technology.”

Meanwhile, Xiaomi India’s head of marketing partnership and alliance said: “A robust partnership is the driving force behind a brand’s progress and ingenuity. This partnership exemplifies the power of collaboration that resonates deeply with audiences, creating an impact that goes beyond boundaries.”
What Sony said about the partnership
Sony Entertainment’s head of marketing & communications said: “Kaun Banega Crorepati is one of the most loved formats in the reality TV shows segment. Demonstrating the power of knowledge and mirroring the spirit of change in the country, this season will see the introduction of a host of fresh elements that make the gameplay more intriguing. In this updated and upgraded version, the 5G technology of Xiaomi smartphones will play a pivotal role in enhancing the critical ‘Video Call a Friend’ lifeline experience for our contestants.”