Cadbury India has finalised a sponsorship deal with Star Plus’ Kaun Banega Crorepati (KBC). As a part of the deal, KBC will be sponsored by Cadbury Dairy Milk, one of the leading brands in the company’s product portfolio. Cadbury will also run advertisements for its other brands during the game show. The sponsorship offered to Cadbury will initially be for a period of three months after which it will be reviewed. The company is expected to spend a large sum on satellite television advertisements this year. KBC appears to be the starting point given its reach and visibility.