With support from Accenture, Sony Pictures Networks India aims to democratise premium ad space for small businesses through data-driven, flexible, and scalable TV-digital solutions
A Game-Changer for SMB Advertising in India
Sony Pictures Networks India (SPNI), in collaboration with Accenture, has launched Sony AdEdge, a new Centre of Excellence (CoE) that enables small and mid-sized businesses (SMBs) to tap into premium television advertising—once considered out of reach for most growing brands.
- AdEdge blends the scale and credibility of TV with the targeting and flexibility of digital advertising.
- The goal is to lower entry barriers and make cross-platform campaigns affordable, measurable, and scalable for India’s SMB ecosystem.
Why SMBs Need Smarter Ad Solutions
In India, SMBs contribute nearly 30% to GDP and employ millions, but often lack the marketing budgets of large corporates.
- Historically, they’ve leaned on digital platforms for their affordability and precise targeting.
- Television, despite its wide reach and trust factor, remained largely inaccessible due to high entry costs, bulk-buy models, and limited flexibility.
- SMBs need cost-efficient, targeted solutions that deliver measurable impact per rupee—exactly what Sony AdEdge aims to provide.
Sony AdEdge: Bridging the Digital–TV Divide
With AdEdge, SPNI is offering SMBs access to its marquee TV properties like Kaun Banega Crorepati, Indian Idol, CID, and Taarak Mehta Ka Ooltah Chashmah.
- AdEdge operates on a consultative model, offering:
- Flexible ad-buying options
- AI-powered audience targeting
- Post-campaign analytics
- Cross-platform scalability
- Accenture brings in its AI and analytics expertise, helping SMBs track effectiveness, refine campaigns, and optimize ROI.
This hybrid approach marries television’s mass influence with digital precision, giving SMBs a full-funnel marketing solution.
What Leaders Are Saying
Gaurav Banerjee, MD & CEO, Sony Pictures Networks India:
“We’re not just opening the doors of TV to SMBs—we’re reimagining how they can leverage India’s most powerful media assets.”
Berjesh Chawla, MD, Accenture – Communications, Media & Tech (India):
“We’re placing data-driven advertising into the hands of SMBs—breaking down barriers and enabling reach, agility, and profitability.”
Their shared vision positions Sony AdEdge as a catalyst for a more inclusive advertising ecosystem.
The Bigger Picture: A New Era of Indian Advertising
India’s advertising landscape is evolving fast:
- Digital ad spend has surged, but TV remains the most trusted mass medium.
- AdEdge represents a convergence of TV’s emotional storytelling with digital’s trackability.
- It also opens up a new category of advertisers for broadcasters, expanding their revenue base.
If successful, Sony AdEdge could set a new standard—encouraging other networks to adopt SMB-friendly advertising platforms, fundamentally reshaping how growth-stage Indian companies build their brands.
