Sony Pictures Networks India (SPNI), in collaboration with Accenture, has launched the Sony AdEdge Centre of Excellence (CoE), an integrated advertising platform aimed at enabling India’s small and mid-sized businesses (SMBs) and emerging brands to access premium television and digital advertising.
The platform has lowered the entry barriers of price and scale for growth-stage advertisers, allowing them to leverage SPNI’s marquee television properties such as Kaun Banega Crorepati, Indian Idol, CID, and Taarak Mehta Ka Ooltah Chashmah. It has combined SPNI’s brand-building capabilities with Accenture’s AI-driven targeting, analytics, and media strategy expertise to deliver precise audience targeting, post-campaign measurement, and scalable cross-platform campaigns.
Sony AdEdge has provided SMBs with a consultative model and flexible buying options, enabling campaigns that integrate television’s credibility and reach with digital agility. The platform has aimed to democratize access to premium advertising inventory and create a new growth engine for emerging Indian brands.
Gaurav Banerjee, Managing Director and CEO, Sony Pictures Networks India, said, “We’re witnessing an unprecedented transformation in India’s advertising ecosystem, and SMBs represent the next frontier of growth. With AdEdge, 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.”
Berjesh Chawla, MD and Lead- Communications, Media and Technology, Accenture in India, has added, “By placing the power of data-driven advertising into the hands of SMBs, we are enabling them to expand reach, boost agility, and maximize campaign effectiveness. This collaboration is designed to break down traditional barriers, unlocking full-funnel, cross-platform advertising that is accessible, flexible, and profitable for emerging businesses.”
