Sony LIV’s Million Dollar Listing: A Luxe Playground for Premium Brands

Sony LIV’s latest reality show, Million Dollar Listing, has redefined how luxury brands can engage with their audience. The show dives deep into the world of luxury real estate in Delhi NCR, following six realtors as they close high-stakes deals on stunning, multimillion-dollar properties. Beyond the captivating real estate drama, it offers an exclusive advertising platform for luxury brands to showcase their products authentically in real-world settings.

Prominent brands like Kohler and Century Ply have already found a perfect fit with the show. Kohler features in the “Bold Homes” section, while Century Ply sponsors the ‘Raho Befikar Moments’ segment on the Sony LIV app. Both brands’ products are seamlessly integrated into the narrative, creating an advertising experience that feels organic rather than promotional.

Ranjana Mangla, Senior VP and Head of Ad Revenue at Sony LIV, highlights the unique opportunity this show presents for luxury and home-building brands. “This is more than just a real estate show—it’s a platform that blends opulence, storytelling, and brand integration in a way that resonates with our premium audience,” she said. She also emphasized that content-driven advertising is ideal for brands looking to connect meaningfully with consumers, showcasing not just their products but also their core values.

The show’s format is a first for the OTT space, offering behind-the-scenes glimpses into opulent homes while introducing viewers to the realtors navigating this elite market. Even real estate companies like Signature Global have embraced the show as a chance to advertise directly to high-end consumers, moving away from traditional print and outdoor campaigns.

Sony LIV has maintained premium ad pricing for the show, onboarding advertisers selectively to ensure their offerings align with the high standards of its urban, subscription-based audience. “The show targets the upper 50-60 million users who either live this lifestyle or aspire to it,” said Mangla. This selective approach protects the subscriber experience, prioritizing quality over quantity in ad partnerships.

The Indian adaptation of the Emmy-nominated American series was created by EndemolShine India. It represents a significant step for Sony LIV, with plans to expand the show to other cities in future seasons. “By the fourth or fifth season, this could rival the popularity of Shark Tank India, with the real estate agents becoming household names and India’s first celebrity realtors,” Mangla remarked.

As the show continues, Sony LIV plans to innovate further, integrating brands more creatively in future seasons. For now, the focus remains on embedding brands seamlessly into the narrative to ensure their messaging feels authentic.

With its opulent theme, Million Dollar Listing has emerged as a game-changer for advertising in the luxury segment, bringing together storytelling, premium products, and aspirational living.