MAM
ITW bags ad rights from Sony, India series sponsor & partners’ announcement shortly
MUMBAI: ITW Consulting, an India-based sports management company, has acquired some exclusive rights from Sony Pictures Networks India Private Limited — the sole media rights holder of the Sri Lanka Cricket Series 2017. The deal involves title rights, on-ground and in-stadia advertising rights for all the cricket matches played during the above two series.
With these rights, ITW Consulting covered five ODIs and one test match under Sri Lanka v/s Zimbabwe series and also India’s tour Sri Lanka for three test matches, five ODIs and one T20 under Sri Lanka v/s India Series from 23 July till 6 September 2017, respectively.
Virat Kohli-led Indian team is scheduled to reach Sri Lankan capital Colombo on 19 July. They are likely to play a warm-up match on 21 & 22 July. The first test will be played at Pallekele between 26 & 30 July. The action will then shift to Galle for the second test, which is scheduled to be played between 4 & 8 August. SSC, Colombo will host the third test from 12 August. The tour continues with an ODI series between 24 August & 3 September, where the two teams will play a five-match series, followed by a T20I on 6 September.
Commenting on the deal, ITW Consulting director M S Muralidharan (a Global Sports Commerce affiliate) said, “We are one of the new generation companies and are delighted to partner with Sony Pictures Networks India (SPN) for these two series. With nearly 15 matches scheduled over the series, we are sure that we will be able to build strong and strategic brand associations that will be fruitful for both, the brands and cricket fans.” “At ITW, we are bringing in innovative technologies in cricket and other sports to ensure fans are engaged throughout the match with a crowd facing interactive display system”, he added.
Commenting on the deal, ITW Consulting co-founder Bhairav Shanth said, “This series has received an overwhelming response from the market. Brands see this as an excellent alternate medium with rationale pricing, delivering perfect ROI. Categories such as telecom network, automobiles, sports gear along with handset have locked in their participation. Most of our key slots have been closed a month before the start of the series. We will shortly be making the title sponsor announcement for the India series along with the central on-ground partners of the series.”
Commenting on the association, Sony Pictures Networks India (SPN) president, distribution and sports business Rajesh Kaul said, “Viewers are looking forward to the series as this is the Indian cricket team’s first full tour (Tests, ODIs and a T20) of Sri Lanka in three years. In addition to this, advertisers are also aware of the visibility that is ensured through the duration of the tournament, giving brands a wider reach.”
The 45-day long cricket extravaganza will reach a wide Indian, Sri Lankan and global audience cheering for the powerhouses and superstars of the likes of Angelo Mathews, Rangana Herath, Lasith Malinga as well as their Indian counterparts like Virat Kohli, MS Dhoni, Ravi Ashwin amongst others. The series will be telecast by the official live broadcasting partner, Sony Pictures Networks India on Sony SIX and TEN 3 channels and will be livestreamed on SonyLIV. Scheduled to reach prime time audiences in India and Sri Lanka, the match preview, pitch report and toss will commence 30 minutes prior, followed by the match at 10:00 AM IST for Tests, 2:30 PM IST for ODI’s and 7:00 PM IST for T20.
Brands
HP launches Smart Champs learning game show with JioStar for students
Sanya Malhotra hosts quiz series blending fun, learning and prizes
NEW DELHI: HP India has teamed up with JioStar to launch HP Smart Champs, a new learning-based game show designed to make education engaging for school students across the country.
Hosted by Sanya Malhotra, the 10-episode series brings together students from Grades 5 to 9, who compete in teams through quiz and puzzle-based challenges that test knowledge, logic and teamwork. The show will begin streaming on JioHotstar from April 11 and will premiere on Nick on April 18, with weekend episodes airing at 7 PM.
Powered by HP Smart Tank printers, the format integrates print-based learning into the gameplay, using worksheets, clues and visual problem-solving tools to encourage hands-on participation. The idea is to move students beyond rote memorisation and towards more applied, curiosity-led learning.
The competition promises high stakes, with winners set to receive a cash prize of Rs 10 lakh, while runners-up will take home Rs 5 lakh. Additional rewards include HP AI laptops, Smart Tank printers and accessories, while the winning school will be awarded an HP Smart Tech Lab.
Speaking about the initiative, HP India managing director Ipsita Dasgupta said, “At HP, we believe nurturing India’s youth is key to the country’s progress, and technology plays a foundational role in enabling this. With HP Smart Champs, we wanted to create something beyond traditional learning, a fun-filled platform where curiosity, creativity and critical thinking take centre stage.”
On the show’s reach, JioStar head entertainment sales Mahesh Shetty said, “HP Smart Champs reflects how children today learn through exploration and experience. With Nick and JioHotstar, we are creating a multi-screen approach that is both engaging and meaningful.”
Highlighting the role of print, HP India senior director print Satish Kumar said, “The show brings print-based learning to life in an engaging format, helping students develop deeper understanding through hands-on experiences.”
The journey to the finale began with participation from over 1,000 schools across 26 cities, narrowing down to 34 finalists who will compete in a studio showdown in Mumbai.
With its blend of entertainment, education and technology, HP Smart Champs is positioning itself as more than just a quiz show. It is a nationwide push to make learning interactive, accessible and, above all, a lot more fun.
