Sony Sports Network Unveils Historic Campaign for 19th Asian Games, Garnering Massive Support

The primary goal is to challenge Indian athletes to surpass previous records, push their boundaries, and ignite a nationwide passion for sports.
Sony Sports Network Unveils Historic Campaign for 19th Asian Games, Garnering Massive Support

In anticipation of the 19th Asian Games Hangzhou 2022, Sony Sports Network, the official broadcasters, have initiated the most extensive campaign ever seen for the Asian Games in India. This campaign carries the resonating message 'Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab' (This time, we will cross a hundred, once again, we will be successful) and has rallied support from an impressive lineup of influential and iconic figures. These include Union Minister of Sports, Shri Anurag Thakur, Chief of Defence Staff, Lt Gen Anil Chauhan, as well as Chiefs of tri-services Gen Manoj Pandey, Admiral Radhakrishnan Hari Kumar, and Air Chief Marshal Vivek Ram Chaudhari, all staunchly supporting Indian athletes vying for top honors at this prestigious multi-sporting event.

Recognizing the power of collective ambition, this campaign casts a spotlight on the unsung heroes of Indian sports—those who have unwaveringly devoted themselves to their respective disciplines and now stand on the verge of representing the nation at this esteemed multi-sport event. Among the eminent influencers who have joined the broadcaster's mission to inspire participating athletes to reach higher echelons in this quadrennial extravaganza are Amitabh Bachchan, Sudha Murty, Aamir Khan, Hema Malini, Madhuri Dixit, Aditya Roy Kapoor, John Abraham, Abhishek Bachchan, Kapil Sharma, Mirabai Chanu, Zaheer Khan, Anju Bobby George, Raja Randhir Singh, and many more. Additionally, an all-star lineup of Indian sports journalists from prominent publications such as Dainik Jagran, Dainik Bhaskar, Rajasthan Patrika, The Telegraph, Deccan Chronicle, Dinakaran, Lokmat, Eenadu, Gujarat Samachar, Sandesh, Asomya Pratidin, Sportskeeda, along with RJs from Radio City and Radio One, and representatives from leading news channels Aaj Tak and NDTV 24X7, have pledged their support.

The primary goal is to challenge Indian athletes to surpass previous records, push their boundaries, and ignite a nationwide passion for sports. The strategy is clear: a united India, cheering in unison, can inspire its athletes to unprecedented heights.

Sony Sports Network's 'Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab' campaign represents the grandest campaign ever launched in the history of Asian Games promotion in India. The campaign has also attracted a host of sponsors, including Hyundai, JSW, Limca Sportz, Paisabazaar, LIC of India, Ultratech Cement, State Bank of India, Panasonic, among others, with additional brands expected to join before the Asian Games commence on September 23, 2023.

Rajesh Kaul, Chief Revenue Officer - Distribution and International Business and Head - Sports Business, Sony Pictures Networks India stated, "The Asian Games is one of the grandest stages in the sporting world of Asia, and the Indian contingent is training hard to add to our medal count. It's a moment of national pride as we have stalwarts from every walk of life joining us for the campaign to rally behind our Indian athletes, making this the grandest campaign ever for the Asian Games."

Sandeep Mehrotra, Head Ad Sales, Network Channels, Sony Pictures Networks India added, "Over the years, multi-sporting events have attracted significant viewer interest, and we have done well to tap into the immense potential of non-cricket sports in India. Brands want to associate with content that is not only culturally relevant but also inspirational and evokes national pride. The 19th Asian Games on Sony Sports Network will provide advertisers the ideal platform to communicate their message to a wide demographic of receptive viewers from across the country through innovative advertising solutions."

Virat Khullar, AVP and Head of Marketing, Hyundai Motor India Ltd, highlighted the strategic commitment behind their partnership, fostering performance, personal growth, teamwork, and discipline among youth through sports.

Sachin Vashishtha, Chief Marketing Officer,, expressed their delight in associating with the 19th Asian Games and their commitment to promoting sports and encouraging athletes across India.

The 19th Asian Games will witness the first-ever appearance of Indian cricket teams, with Ruturaj Gaikwad and Smriti Mandhana leading the teams. Athletes like Neeraj Chopra, PV Sindhu, HS Prannoy, and the doubles duo of Satwiksairaj Rankireddy and Chirag Shetty in badminton are strong contenders for medals. Various other athletes, including runners, archers, rugby, hockey, and football teams, swimmers, bridge, and chess teams, among others, will also compete to help India achieve its goal of a 100-medal tally in the 19th edition of the quadrennial event.

Watch the 19th Asian Games Hangzhou 2022 – LIVE on Sony Sports Ten 2 and Sony Sports Ten 2 HD, Sony Sports Ten 5 and Sony Sports Ten 5 HD channels from 5:30 pm IST on September 23, 2023.