HINT, the leading innerwear brand known for comfort, confidence and trust, has disclosed its milestone association with Sony LIV for Kaun Banega Crorepati (KBC) Season 17. The brand introduces a new lifeline called Sanket Suchak that enables contestants to receive advice from Computer ji directly, presented by Mr. Bachchan. It is this connection and bond that elevate HINT above traditional branding and establish it as a trusted source of support in moments that matter most.
The Lifeline That Inspires Confidence
Sanket Suchak is a first-of-its-kind lifeline introduced in the show. By opting for it, Mr. Bachchan provides clues that help contestants deal with difficult questions calmly and confidently. These hints from the host may come in the form of audio aids, video clues, still images, or other cues.
Sanket Suchak aims to reassure contestants at crucial junctures that assistance is at hand in their hour of need. Over the course of the season, HINT secures daily integrations, woven naturally into the storyline of the game—where brands are not just sponsors, but active participants in the contestant’s journey.
A Strategic Leap in Brand Visibility
This is a unique opportunity for HINT. Typically, Sony LIV keeps such high-tier integrations aside for top-tier sponsors. But the exception has been made for HINT as a special lifeline offering authenticity and exclusivity in the collaboration.
The association also provides HINT the ability to access viewers in Tier 2 and Tier 3 markets, which is a significant contributor to KBC’s overall viewership. By aligning the brand with the very instant that a contestant decides to reach out for help, HINT successfully embodies a one-of-a-kind psychological bond: confidence and comfort in times of vulnerability.
Voices Behind the Partnership
A Hint spokesperson said, “At HINT, we’ve always operated with the philosophy that has empowered people to quietly and reliably have their back. Whether it be through our clothes or through a platform like KBC, we want to make people feel confident at every level. Collaborating with the show via the Sanket Suchak lifeline makes that philosophy a reality in an arena where timing, clarity and poise is everything.”
Expanding the Engagement Beyond Television
The partnership goes beyond live episodes. HINT will receive layered branding across multiple platforms, which include:
Television adverts celebrate the instant a contestant is given a clue, aligning with the brand’s ethos of encouragement and positivity.
Content snippets of Sanket Suchak moments and trust testimonials are circulated on digital channels.
Retail programs can help turn recognition into tangible experience, creating an echo intended to remind people that HINT was the companion used for everyday confidence.
About HINT
Hint is an Indian apparel brand across innerwear, activewear, and thermal wear with a simple promise: quality, comfort, and fashion can live together in daily basics. The team focuses on materials that feel good against the skin, shapes that hold through a long day, and colours that fit both formal and casual wear.
Every piece is crafted with attention to detail, using high-quality fabrics and tested for durability, fit, and performance.
The brand’s vision is to help people feel confident from within, starting with a base layer that supports how they live and work. Hint operates in India and internationally, building ranges for men, women, and kids wear, always with comfort, quality, and thoughtful design as some of the top priorities.