Sony Pictures Networks India has officially released the second brand film for its highly anticipated game show, ‘Wheel of Fortune’. The campaign features Bollywood superstar Akshay Kumar, whose impeccable comic timing and mass appeal are being leveraged to introduce the iconic global format to Indian households.
Produced and directed by Vikas Bahl under his production house, Good Co., the new ad film focuses on situational comedy and the clever use of wordplay, positioning the show as a premier family entertainer on Sony Entertainment Television and Sony LIV.
The latest campaign continues the momentum of the first brand film, which introduced the catchy tagline: “Ab matter karega har ek akshar, jab ghoomega jaadoo ka chakkar” (Every letter will matter when the magic wheel spins).
The creative strategy behind the second film involves light-hearted misinterpretations of words. Vikas Bahl explained that the core idea was to highlight how a single letter can change the entire meaning of a sentence, mirroring the high-stakes excitement of the game itself. By using Akshay Kumar’s natural wit, the campaign makes the technical format of the show accessible and engaging for a diverse Indian audience.
A Global Phenomenon Comes to India
‘Wheel of Fortune’ arrives in India with a massive international reputation. The show’s pedigree includes several world-class accolades:
- Global Popularity: Cited by the Guinness World Records as the world’s most popular TV game show.
- Viewer Ratings: Recognized by Variety magazine as the most-watched entertainment show on American television.
- Critical Acclaim: Winner of the Daytime Emmy Award for Outstanding Game Show.
The Indian adaptation is set to be a flagship property for Sony, bridging the gap between traditional television and digital streaming. While the official launch date is yet to be announced, the series will be available on:
- Sony Entertainment Television (SET)
- Sony LIV (OTT)
The collaboration between Akshay Kumar and Sony signals a major push for non-fiction content in the 2026 broadcast calendar, promising a blend of suspense, luck, and linguistic skill.
Key Highlights:
- The latest brand film for Sony’s ‘Wheel of Fortune’ features Akshay Kumar using situational comedy to explain the show’s wordplay format.
- Conceptualized by director Vikas Bahl (Good Co.), the campaign highlights how a single letter can change a word’s meaning, echoing the show’s tagline about the “magic wheel.”
- The Indian edition brings a globally acclaimed format to Sony Entertainment Television and Sony LIV, following its status as an Emmy-winning and Guinness World Record-holding game show.
- This second film builds on the initial “Har Ek Akshar Matters” campaign to establish a cohesive and humorous narrative for the Indian audience.