Rohit Sharma’s Non-Cricket Debut on Sony LIV Sparks Advertiser Frenzy Ahead of Premiere
Major brands including PhonePe, Google Search AI Mode, and Mother Dairy join Sony LIV's upcoming show 'Family Full House with Rohit Sharma' to leverage unique in-show integrations.
Sandhya
Brands across fintech, tech, solar, dairy, and construction materials rush to secure strategic integrations in the upcoming family entertainment format.
Sony LIV’s upcoming flagship entertainment format, Family Full House with Rohit Sharma, has secured a heavyweight lineup of multi-category sponsors ahead of its official premiere. The show, which transitions India's former cricket captain into a family-centric entertainment space, has successfully tapped into high brand demand by offering dynamic, non-traditional advertising opportunities.
Instead of relying solely on conventional commercial breaks, Family Full House offers brands direct integration into the show's core narrative through customized interactive challenges, organic conversations, and key show moments.
Heavyweight Brands Join the Sponsorship Lineup
The entertainment format has attracted prominent names spanning tech, crypto, consumer goods, and industrial sectors:
- Co-Presenting Sponsors: Digital payments platform PhonePe and Google Search AI Mode.
- Co-Powered Sponsors: Luminous Power Technologies, crypto exchange CoinDCX, and Mother Dairy.
- Partner Sponsor: Building materials manufacturer MYK LATICRETE.
Leveraging Cricket Stature for Family Entertainment
According to Ranjana Mangla, Head of Digital Ad Sales and YouTube Business at Sony Pictures Networks India, the strong advertiser traction stems from combining Rohit Sharma’s massive star power with a clean, family-friendly format that appeals directly to household decision-makers.
Sponsoring brands echoed this sentiment, noting how the show allows them to weave their product narratives into everyday household conversations:
- Luminous Power Technologies aims to demystify household solar energy by placing the category in a warm, family setting.
- CoinDCX plans to normalize crypto investing by introducing it through lighthearted, relatable television moments.
- Mother Dairy views the partnership as a seamless alignment with its legacy of being a trusted presence during family bonding and shared mealtime experiences.
The show will showcase Rohit Sharma engaging with everyday families and celebrity guests through a mix of spontaneous humor, warm interactions, and lighthearted competitive challenges.
