Sony Pictures Networks India (SPNI), in collaboration with Accenture, has officially launched the Sony AdEdge Centre of Excellence (CoE). This innovative advertising platform is specifically designed to dismantle the traditional cost and scale barriers that have historically excluded India’s small and mid-sized businesses (SMBs) and emerging brands from advertising on premium television.
Sony AdEdge’s mission is to democratize access to high-impact, cross-platform advertising inventory, enabling growth-stage advertisers to leverage SPNI’s influential properties like Kaun Banega Crorepati, Indian Idol, CID, and Taarak Mehta Ka Ooltah Chashmah.
The platform integrates SPNI’s established brand-building expertise with Accenture’s AI-driven capabilities to offer a “full-funnel” advertising solution:
- Consultative Model: Sony AdEdge offers a consultative approach with flexible buying options tailored for SMB budgets.
- Precision Targeting: It utilizes Accenture’s advanced analytics for precise audience targeting and media strategy.
- Measurability and Scalability: The platform provides robust post-campaign measurement and seamless scalability across both television and digital platforms.
This integrated approach allows SMBs to combine the credibility and mass reach of television with the agility and measurability of digital advertising, aiming to deliver campaigns that build trust and drive tangible business outcomes.
Gaurav Banerjee, Managing Director and CEO, SPNI, stated that the initiative is “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,” positioning SMBs as the “next frontier of growth” in India’s transforming advertising ecosystem.
Berjesh Chawla, MD and Lead – Communications, Media and Technology, Accenture in India, highlighted that the collaboration aims to “break down traditional barriers,” placing the “power of data-driven advertising into the hands of SMBs” to maximize campaign effectiveness and profitability.
Key Highlights:
- SPNI and Accenture Launch Sony AdEdge: Sony Pictures Networks India (SPNI) partnered with Accenture to launch the Sony AdEdge Centre of Excellence (CoE), a new advertising platform.
- Target and Goal: The platform’s primary goal is to empower India’s SMBs and emerging brands by granting them access to premium television advertising inventory (e.g., KBC, Indian Idol) that was previously cost-prohibitive.
- Data-Driven Solution: Sony AdEdge combines SPNI’s reach with Accenture’s AI-driven targeting, analytics, and measurement capabilities to offer flexible, measurable, cross-platform campaigns.
- Democratizing Advertising: The initiative seeks to “democratize” access, enabling SMBs to achieve mass audience reach, build trust, and drive growth with the precision and flexibility of modern advertising tools.