Sony Pictures Networks India releases Second Wheel of Fortune brand film

Sony Pictures Networks India has released the second brand film for its upcoming television property Wheel of Fortune, featuring Akshay Kumar. The new film builds on the tonality and narrative established by the first campaign, once again leveraging Kumar’s established screen presence, humour and comic timing to introduce the format to Indian audiences.

Rooted in situational comedy, the film focuses on light-hearted moments driven by wordplay and everyday misunderstandings. The creative approach highlights the central mechanic of the game, where letters and words play a decisive role, while ensuring the storytelling remains accessible and family-friendly. By placing Kumar at the centre of these scenarios, the film draws on his mass appeal to widen the show’s reach across age groups and viewing segments.

The campaign has been conceptualised, directed and produced by Vikas Bahl under his production house Good Co. Speaking about the creative thinking behind the films, Bahl said, “The idea was to introduce the show to Indian audiences while staying true to the playfulness at its core. With Akshay Kumar as the face of the show, we could effortlessly lean into witty moments of wordplay and misinterpretations where a single word can change everything.” His approach focuses on simplifying the format’s appeal while retaining its original essence.

 

 

 

 

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The second brand film continues the narrative momentum generated by the first campaign, which introduced the show’s core thought: “अब मैटर करेगा हर एक अक्षर, जब घूमेगा जादू का चक्कर.” Together, the two films establish a consistent brand language built around anticipation, humour and participation. The messaging reinforces the idea that every letter matters, aligning closely with the game’s central premise and creating recall through repetition across executions.

From a brand and marketing perspective, the campaign aims to familiarise Indian viewers with a globally recognised format while adapting it to local sensibilities. The use of Hindi dialogue, culturally relevant humour and a widely recognised celebrity face helps bridge the gap between an international franchise and domestic audiences. This approach reflects Sony Pictures Networks India’s broader strategy of localising global formats through relatable storytelling.

Wheel of Fortune is one of the most recognised game shows worldwide. It has been acknowledged by Variety Magazine as the most-watched entertainment show on American television and cited by Guinness World Records as the world’s most popular TV game show. The format has also received industry recognition through awards such as the Daytime Emmy Award for outstanding game show. With its Indian adaptation, Sony Pictures Networks India brings this long-running franchise to local viewers.

The network has confirmed that the Indian edition of Wheel of Fortune will air on Sony Entertainment Television and Sony LIV. The brand films form part of a wider promotional rollout expected to intensify closer to launch, with further communication planned across television and digital platforms.

By maintaining consistency across its campaign films and anchoring the show around humour and familiarity, Sony Pictures Networks India is positioning Wheel of Fortune as a mainstream entertainment offering designed for shared family viewing.