Sony LIV has launched its latest brand campaign, 'Har Screen Par Cricket, Sony Ke Saath', featuring comedian Sunil Grover. The campaign humorously addresses the struggle between professional deadlines and the relentless cricket schedule.
Key Takeaways
- Sunil Grover stars as the face of Sony LIV's new cricket campaign.
- The theme revolves around the hilarious conflict between office work and cricket fever.
- The campaign covers a massive 4-month cricket window including tours to Sri Lanka and New Zealand.
- Sony LIV aims to provide seamless viewing across all digital and TV screens.
MUMBAI: We have all been there—one eye on a spreadsheet, the other on the live scoreboard, praying the Indian batsman doesn't get out. Sony LIV has decided to embrace this relatable struggle rather than fight it. By partnering with the versatile Sunil Grover, the platform has launched its new campaign, 'Har Screen Par Cricket, Sony Ke Saath', which satirizes the eternal tug-of-war between corporate productivity and the cricket calendar.
The campaign features Grover in a hilarious role as a corporate boss who views the upcoming heavy cricket schedule as an existential threat to business operations. He calls emergency meetings to combat the 'cricket menace,' offering solutions that are hilariously extreme for any true fan. It is a masterclass in workplace comedy that hits close to home for millions of Indian professionals.
Why This Matters
BozokMedia analysis shows that Sony LIV is utilizing 'relatability marketing' to cut through the noise. Instead of just listing match dates, they are dramatizing the consumer's behavior. With a relentless cricket schedule ahead—including the India tour of Sri Lanka, the DP World Women’s Asia Cup 2026 (featuring the high-octane India vs Pakistan clash), the Asian Games, and the India tour of New Zealand—the campaign is designed for long-term relevance.
By turning a common frustration into a comedic strength, Sony LIV is positioning itself as the ultimate companion for the cricket-crazy professional.
Prashant Iyer, Head of Marketing at Sony LIV, noted that Grover was the perfect choice to play an intimidating yet funny boss. Grover himself expressed his excitement, calling the upcoming four months 'absolute heaven' for cricket fans, promising non-stop action across the Sony Sports Network and Sony LIV.
Upcoming Cricket Schedule Overview
| Event/Tour | Timeline | Highlight Match |
|---|---|---|
| India Tour of Sri Lanka | Starting Aug 15 | Bilateral Series |
| Women's Asia Cup 2026 | September 2026 | India vs Pakistan |
| Asian Games 2026 | Starting Sept 17 | Major Multi-sport Event |
| India Tour of New Zealand | Starting Oct 22 | High-stakes Series |
Frequently Asked Questions (FAQ)
1. Who is the brand ambassador for the new Sony LIV campaign?
Renowned comedian Sunil Grover is the lead performer for the 'Har Screen Par Cricket' campaign.
2. Which major tournaments will be available on Sony LIV?
The platform will stream the Sri Lanka tour, Women's Asia Cup, Asian Games, and the New Zealand tour.
