Sony Sports Network unveils campaign ‘Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab’ for Asian Games 2022

The campaign by Sony for Asian Games 2022 highlights the hidden heroes of Indian sports, who have committed themselves to their particular sports.

The biggest campaign in Asian Games history has been kicked off in India by the official broadcaster Sony Sports Network for the upcoming Asian Games 2022 which will be held in Hangzhou, China.

The Union Minister of Sports, Shri Anurag Thakur, the Chief of Defence Staff, Lt. Gen. Anil Chauhan, as well as the Chiefs of the three services, Gen. Manoj Pandey, Admiral Radhakrishnan Hari Kumar, and Air Chief Marshal Vivek Ram Chaudhari, have all pledged their support to Sony Sports Network in order to make sure that the message “Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab” reaches every corner of the nation.

The campaign highlights the hidden heroes of Indian sports, individuals who have doggedly committed themselves to their particular disciplines and are poised to don the national colours at this prestigious multisport event, in recognition of the force of collective aspiration.

Amitabh Bachchan, Sudha Murty, Aamir Khan, Hema Malini, Madhuri Dixit, Aditya Roy Kapoor, John Abraham, Abhishek Bachchan, and Kapil Sharma are some of the country’s most well-known celebrities who became part of the broadcaster’s mission and contributed their words of encouragement for the competing athletes to reach greater heights in this edition of the quadrennial event.

This enormous group comes together with the one goal of challenging Indian sportspersons to break records, push boundaries, and stoke a passion for sports across the country. The plan is obvious: a unified India, applauding together, can motivate its athletes to unheard-of heights.

The biggest campaign ever created for the Asian Games in India is Sony Sports Network’s “Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab.” The event has garnered a number of sponsors for the network, including Hyundai, JSW, Limca Sportz, Paisabazaar, LIC, Ultratech Cement, State Bank of India, and Panasonic, among others. By the time the Asian Games begin on September 23, 2023, additional companies are anticipated to join in.

Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business, Sony Pictures Networks India, said, “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. Adding to that, we have also received great support from our sponsors who will surely benefit from the strategic partnership with Sony Sports Network for the Asian Games.”

Sandeep Mehrotra, Head Ad Sales, Network Channels, Sony Pictures Networks India, said, “Over the years, multi sporting events have attracted significant viewer interest and we have done well to tap into the immense potential of noncricket 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 hrough innovative advertising solutions. We are thrilled to witness a tremendous response for the upcoming 19th Asian Games with advertiser interest from across categories like Automobiles, BFSI, Beverage, consumer durables and others.”

Mr. Virat Khullar, AVP & Head of Marketing, Hyundai Motor India Ltd, said, “Hyundai’s partnership with Sony Sports Network for the Asian Games signifies a strategic commitment that extends beyond the world of sports in India. Sport serves as a formidable catalyst, fostering performance, personal growth, teamwork, and discipline among our youth. By investing in events like the Asian Games, Hyundai not only promotes youth participation but also ignites their aspirations, encouraging them to dream big and realize their full potential. This initiative is one of many in Hyundai’s sports portfolio, aligned with our overarching mission of enriching vibrant and healthy communities.

“Our strategic alliance with sports nurtures talent and resonates with Hyundai’s global vision of ‘Progress for Humanity.’ In this endeavor, Hyundai goes beyond manufacturing cars; we actively contribute to the construction and promotion of a brighter future for youth through the transformative power of sports.”

Sachin Vashishtha, Chief Marketing Officer,, said, “We are delighted to associate with Sony Sports Network for the 19th Asian Games, the biggest stage for sports in the continent. At Paisabazaar, we have always believed in leveraging the power of sports to take our brand to each and every household across towns and cities in India. Our association with the Asian Games is also in line with our commitment towards promoting sports and encouraging athletes across the country.

This year’s Asian Games promises to be bigger and better with a record participation by the Indian contingent. We are firm believers of a longterm partnership with our media partners and with Sony Sports Network, once again, we aim to leverage the power of the broadcaster’s customised solutions for this marquee event. Paisabazaar wishes the entire Indian contingent all the best for the Games.”

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