CoinSwitch, the crypto investing and trading platform, has come on board as the Co-powered By Partner for India Ke Top 1%, the upcoming reality game show hosted by Anil Kapoor. Premiering on September 19 on Star Plus and JioHotstar, the show will bring together 100 contestants for a competition built around logic, observation, common-sense reasoning and attention to detail.
In every episode, the winner will get a chance to take home up to ₹1 crore cash prize and the distinction of being India Ke Top 1%. The show will air every Saturday and Sunday from 8 PM to 9 PM.
As part of the partnership, CoinSwitch is bringing an interactive quiz to its app that gives audiences a headstart into the process of the game show. Participants can take the qualifying quiz through the CoinSwitch app and test themselves on challenges inspired by the show’s format.
The top five performers will be selected from the quiz, with the top two earning an opportunity to go on India Ke Top 1% and meet Anil Kapoor, while the remaining three will each receive ₹20,000 worth of Bitcoin, subject to applicable terms and conditions.
Ashish Singhal, Co-founder, CoinSwitch, said, “The most engaging entertainment experiences create a sense of involvement, spark curiosity and make people want to test their own instincts. India Ke Top 1% lends itself naturally to that kind of participation, and we are bringing that experience to the CoinSwitch app.
“It gives audiences an opportunity to engage with the show in a way that goes beyond watching it and makes the partnership a more participatory experience,” Singhal said.
Mahesh Shetty, Head – Entertainment Sales, TV, JioStar said, “This festive season, our slate is purpose-built for shared family viewing, bringing together massive scale, active participation, and deep consumer connect across Star Plus and JioHotstar. For brands, our shows like India Ke Top 1% go far beyond integration and awareness.
“By integrating an interactive second-screen qualifying quiz directly into the CoinSwitch app, we are delivering a true full-funnel solution—channeling prime-time family engagement straight into digital action, active app participation, and measurable brand affinity across metros and Bharat alike,” Shetty said.
India Ke Top 1% is the Indian adaptation of the internationally successful format The 1% Club. The format will run across 26 episodes, and places contestants in situations where the ability to interpret information, identify patterns and make connections determines their progression.
The partnership is also aimed at strengthening CoinSwitch’s engagement with audiences across India. With user adoption primarily coming from metros, Tier 2 and Tier 3 cities, the association with India Ke Top 1% gives the company an opportunity to deepen its relationship with these audiences.
