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On-ground initiatives for Australian Open help Sony garner more eyeballs
MUMBAI: Sony has recently upped its focus on the marketing for sports content. Along with traditional marketing, the on-ground campaigns of the Sony Pictures Sports Network for the first grand slam of the year – Australian Open, has been highly successful.
Speaking to indiantelevision.com, Sony Pictures Sports Network chief marketing officer Neville Bastawalla said: “We screened Australian Open live matches from 8 am till the end of the day for the entire two weeks across all Social outlets (23 outlets) in five cities – Mumbai, Delhi, Pune, Bangalore & Chandigarh that garnered over 2 lakh footfalls across the venues.”
The broadcaster for the first time in the history had also televised the Australian grand slam matches live in Hindi commentary as an initiative to garner more eyeballs. “The implementation of NTO impacted the viewership of almost all Tennis grand slams last year. However, this year’s Australian Open has continued to be the most-watched grand slam in India with 4.2 million viewers tuning in to watch the first week’s action on TV,” Bastawalla said.
It had also tied up with INOX to host a screening of final of Australian Open 2020 for 206 kids from 3 NGO’s – NAATA Foundation, Robin Hood Army & Salam Balak Trust. This was done to create property awareness within the children and masses.
As the grand slam began, the broadcaster had onboard Lenovo India, Life Insurance Corporation of India, Tourism Australia and Trivago NV as sponsors for the game. However, SPSN roped more sponsors such as Apple India, HDFC Life Insurance Company, Kia Motors India, Play Games24x7, SBI Life Insurance, Tata Motors, Wipro Enterprises by the end of the tournament.
After hit on-ground promotions for Australian Open, the broadcaster is also planning similar initiatives for upcoming sporting events in 2020. Bastawalla said, “We are coordinating contests to give away Australian team signed cricket bats with on-ground partner during Australia tour of South Africa and will also have autographed bats of top international cricket teams on display at strategic locations.”
The Australia tour of South Africa is scheduled between 21 February and 7 March, both teams to lock horns for three One Day International and T20 matches each.
The next important event SPSN is gearing up for is UEFA: Champions League – Round of 16. It has already released a TVC that would be streamed across digital platforms. “Our focus is pan-India for UEFA Champions League and the markets — West Bengal, Kerala, North East, and Goa — wherein football is most-watched are a part of that,” Bastawalla opined.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
