Sony Sports Network unites India's top athletes to inspire youth against drugs.

Sony Sports Network has launched the 'Iss Baar Drugs Ki Haar' campaign, a significant movement aimed at combating drug abuse among Indian youth. This initiative represents the sports broadcaster's commitment to inspiring the young generation of India, encouraging them to make long-term commitments to a healthy, drug-free lifestyle.

According to a United Nations study, approximately 13% of drug abuse victims in India are under the age of 20. Alarmingly, the nation has experienced a 70% increase in narcotic consumption over the past eight years. Often, drugs are introduced to young people by someone they know, frequently a friend. The 'Iss Baar Drugs Ki Haar' campaign targets potential first-time drug users, urging them to make the right choice and refuse to try drugs. The movement emphasizes motivating young Indians to pursue a fit, fulfilling, and healthy life through sports rather than succumbing to drug abuse.

Sony Sports Network is deeply committed to this cause, believing that uniting sports icons with their young admirers can create a substantial impact. The campaign's film aims to encourage everyone to join this vital movement, empowering the youth and promoting a healthier, drug-free future.

Rajesh Kaul, Chief Revenue Officer - Distribution and International Business and Head of Sports Business at Sony Pictures Networks India, expressed pride in launching the 'Iss Baar Drugs Ki Haar' movement. He stated, "Sony Sports Network is extremely proud to launch the 'Iss Baar Drugs Ki Haar' movement. We sincerely believe that sports have the power to instill and bring about positive change among the youth. In association with India's top athletes across disciplines, we are confident of making a statement and inspiring young India to stay away from the influence of drugs."

Prominent athletes from various disciplines across India have joined hands with Sony Sports Network to spread the 'Iss Baar Drugs Ki Haar' message to young Indians. In the films, these sports icons raise awareness about the harmful effects of drugs and aim to inspire and encourage young people to choose the life of a champion by saying no to drugs.

The campaign features the newly appointed head coach of the Indian Men’s Cricket team, Gautam Gambhir, football stalwarts like Sunil Chhetri and Bhaichung Bhutia, multiple Grand Slam winner Sania Mirza, Olympic medallist Saina Nehwal, Indian women’s cricket team Vice-captain Smriti Mandhana, Indian Hockey veteran goalkeeper PR Sreejesh, former captain of the Indian men’s Hockey team Manpreet Singh, and two-time world champion boxer Nikhat Zareen.

Additionally, Indian football team captain and goalkeeper Gurpreet Singh Sandhu, former Team India cricketer Ashish Nehra, Team India cricketer Deepak Chahar, Indian tennis player Sumit Nagal, ace Indian shooter Anjum Moudgil, Indian Women’s Hockey goalkeeper Savita Punia, Asian Games gold medallists Chirag Shetty and Satwik Rankireddy, Puja Tomar, the first Indian to win a fight in the Ultimate Fighting Championship (UFC), and Indian women’s team bowler Sneh Rana are some of the eminent personalities who have come forward to be part of Sony Sports Network’s public service movement.