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
In December 2025, Sony Entertainment Television unveiled a high-profile commercial starring Akshay Kumar to announce the Indian adaptation of the iconic global game show, Wheel of Fortune.
Ad plot
The promo uses Kumar’s trademark comedic wit, reminiscent of his characters in Hera Pheri and Tees Maar Khan.
- The ad begins with the reading of a deceased patriarch’s will to a wealthy family.
- A disagreement arises over the beneficiary’s name. While the biological son, Ram, expects the inheritance, a lawyer reveals the name is actually Ramu—the family’s faithful servant, played by Akshay Kumar.
- A flashback reveals Ramu carefully added the letter “u” to the name, thereby claiming the entire fortune.
- Akshay transitions from the servant role to a millionaire persona, sporting a bright pink shirt and a large diamond chain, before stepping onto a neon-lit Wheel of Fortune stage.
The commercial is anchored by the catchphrase: “Ab matter karega har ek akshar, jab ghumega jaadu ka chakkar” (Now every single letter will matter when the magic wheel spins). This emphasizes the show’s core gameplay where solving word puzzles can instantly change a contestant’s luck.
Reception & Recall
The campaign attracted immediate traction across digital and television platforms, primarily due to the “comeback” factor of both the show and Akshay as a host following a long hiatus. The show is scheduled to premiere in early 2026 and will air exclusively on Sony Entertainment Television and stream on Sony LIV. Sony plans to include a “Play Along” feature on its digital platform to engage viewers in real-time.
