Mumbai: Sony LIV has roped in actor and comedian Sunil Grover for its latest campaign, Har Screen Par Cricket, Sony Ke Saath, which takes a comic look at the challenge of balancing work commitments with an action-packed cricket calendar.
The campaign centres on a familiar workplace scenario — meetings, deadlines and targets colliding with India’s cricket matches. Grover plays an unforgiving corporate boss who calls his employees into a meeting to address what he considers the biggest threat to the company over the coming four months.
What follows is an exaggerated solution to the problem of employees being distracted by cricket, setting the tone for the campaign’s humour while highlighting Sony LIV and Sony Sports Network’s multi-screen cricket viewing experience.
The campaign taps into a familiar Indian habit of keeping one eye on work and the other on the cricket score whenever an important match is underway. Through the campaign, Sony LIV aims to showcase how viewers can follow India’s cricket action across screens, whether at home, at the workplace or while on the move.
The campaign coincides with a packed cricket calendar featuring India’s upcoming international and multi-sport engagements. India’s tour of Sri Lanka begins on August 15, followed by the DP World Women’s Asia Cup 2026, including the India-Pakistan clash scheduled for September 5.
The cricket line-up will also feature India and Pakistan at the 20th Asian Games Aichi-Nagoya 2026 from September 17, followed by India’s tour of New Zealand beginning October 22.
With Har Screen Par Cricket, Sony Ke Saath, Sony LIV is using humour and a recognisable workplace situation to build anticipation around the upcoming cricket season while reinforcing its proposition of making cricket accessible across screens.
