Summary
- Campaign: Launch of Wheel of Fortune India
- Brand: Sony Entertainment Television (SET)
- Focus: Reintroducing the iconic global game show format to the Indian audience with a high-octane, local flavor
- Core Message: Fortune favors the brave and the sharp, presented through the lens of one of India’s most energetic superstars
Ad plot
In January 2026, Sony Entertainment Television unveiled a high-profile commercial starring Akshay Kumar to promote the Indian adaptation of the iconic global game show, Wheel of Fortune. The campaign, conceptualized and directed by Vikas Bahl (via his production house, Good Co.), uses the central theme that “every single letter matters” to reflect the show’s word-puzzle gameplay.
The second brand film doubles down on situational comedy and the danger of misinterpreting words.
- The ad emphasizes that in life—and in the game—one letter can lead to either fortune or “berahmi” (cruelty).
- The ad features a humorous scenario where a single letter changes the entire meaning of a command.
- A man mistakenly “beats” a doctor named Suraj Kumar because he misheard an instruction to “bring” him quickly (“Ko Maar ke” vs. “Kumar ko le ke aa”).
Reception & Recall
- Official Tagline: “Ab matter karega har ek akshar, jab ghumega jaadu ka chakkar” (Now every single letter will matter when the magic wheel spins).
- The show will air on Sony Entertainment Television and stream on Sony LIV starting in early 2026.
- Digital viewers can use the “Play Along” feature on Sony LIV to participate in real-time with the TV broadcast.
