MUMBAI: Who says prime-time dreams are only for big spenders? Sony Pictures Networks India (SPNI) is handing small and mid-sized businesses the remote control to the country’s most-watched shows. In partnership with Accenture, the network has launched Sony Adedge Centre of Excellence (CoE), a new-age advertising platform designed to lower the barriers of price and scale for growth-hungry Indian brands.
From Kaun Banega Crorepati and Indian Idol to CID and Taarak Mehta Ka Ooltah Chashmah, Adedge lets SMBs step into TV’s most coveted slots, but with the agility, measurability, and flexibility of digital campaigns. The idea? To democratise advertising so India’s smaller players can rub shoulders with the big guns.
AdEdge combines SPNI’s storytelling heft with Accenture’s AI-driven targeting, analytics, and media strategy expertise, helping brands design campaigns that are both mass-reaching and outcome-driven. Think of it as giving emerging advertisers the muscle of TV and the brains of data, all without breaking the bank.
“We’re not just opening the doors of TV to SMBs, we’re reimagining how growing brands can leverage India’s most powerful media assets at the right scale, with the right tools, and at the right price,” said SPNI MD & CEO Gaurav Banerjee calling SMBs the next big frontier for Indian advertising.
Accenture’s Berjesh Chawla echoed the sentiment: “By placing the power of data-driven advertising into the hands of SMBs, we are unlocking full-funnel, cross-platform opportunities that are accessible, flexible, and profitable for emerging businesses.”
With a consultative model, flexible buying options, and post-campaign measurement baked in, Adedge is setting the stage for smaller advertisers to shine big. After all, in a country where cricket scores, reality show drama, and family sitcoms rule living rooms, it’s only fair that SMBs now get a piece of the spotlight.
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