The Sony Sports Network has launched a grand 19th Asian Games campaign, themed ‘Iss Baar Sau Paar, Phir Se, Hum Hongey Kamyab’ (this time target is to cross 100 medals; we will be successful), featuring Minister of Youth Affairs & Sports Anurag Thakur, the three defense chiefs and top celebs.

In order to ensure that the message ‘Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab’ resonates across every corner of India, Sony Sports Network has garnered support from an impressive line-up of influential and iconic figures including Thakur, Chief of Defence Staff, Lt Gen Anil Chauhan; Chiefs of tri-services Gen Manoj Pandey; Navy chief Admiral Radhakrishnan Hari Kumar and Air Chief Marshal Vivek Ram Chaudhari who have put their might behind the Indian athletes vying for top honours at the prestigious multi-sporting event.

According to a media statement from Sony, Bollywood icons Amitabh Bachchan, Aamir Khan, Hema Malini, Madhuri Dixit, John Abraham along with sports icons Mirabai Chanu, Zaheer Khan, Anju Bobby George, Raja Randhir Singh and sports journalists from across India and many more, have joined hands to support the China-bound Indian contingent.

Sony Sports Network has also onboarded Hyundai, JSW, Limca Sportz, Paisabazaar, LIC of India, Ultratech Cement, State Bank of India, Panasonic and few more as sponsors for the broadcast of the19th Asian Games starting later this week at Hangzhou.

Recognizing the power of collective ambition, the campaign shines a spotlight on the unsung heroes of Indian sports – those who have relentlessly dedicated themselves to their respective disciplines and are on the precipice of donning the national colours at this esteemed multi-sport event.

This vast consortium unites with a singular purpose: to challenge Indian athletes to transcend past records, to push boundaries, and to ignite a nationwide fervour for sports. The strategy stands clear: a united India, cheering in unison, can inspire its athletes to unprecedented heights.

Rajesh Kaul (in the picture), Chief Revenue Officer, Distribution & International Business and Head – Sports Business, Sony Pictures Networks India, said in a statement: “The Asian Games is one of the grandest stages in the sporting world of Asia.

“It’s a moment of national pride as we have stalwarts from every walk of life joining us for the campaign to rally behind our Indian athletes making this the grandest campaign ever for the Asian Games. Adding to that, we have also received great support from our sponsors who will surely benefit from the strategic partnership with Sony Sports Network for the Asian Games.”

Virat Khullar, AVP & Head of Marketing, Hyundai Motor India Ltd, said, “Hyundai’s partnership with Sony Sports Network for the Asian Games signifies a strategic commitment that extends beyond the world of sports in India. Sport serves as a formidable catalyst, fostering performance, personal growth, teamwork, and discipline among our youth.

“By investing in events like the Asian Games, Hyundai not only promotes youth participation but also ignites their aspirations, encouraging them to dream big and realize their full potential.”