iWorld
Sony LIV shines the spotlight on Asian Games in a new campaign by Nitesh Tiwari
Mumbai: Sports, with their compelling tales and thrilling moments, have always been a source of inspiration and entertainment for Indians. Giving many more moments to rejoice, Sony LIV is set to exclusively stream the 19th edition of the Asian Games. These diverse sporting traditions serve as a reminder of the vibrant tapestry of culture and competition that will be celebrated during the event, uniting Asia in the spirit of sportsmanship and camaraderie in 40 different sports.
As India is set to delve into the world of multi-sports championship, Sony LIV is set to uncover facts about sports, sportsmen, and more through its latest campaign for the Asian Games. This campaign shines a spotlight on the resurgence of India in the world of sports as the nation has evolved into a multi-sport powerhouse, with Indian athletes excelling in various disciplines on the global stage. Directed by National Award-winning filmmaker Nitesh Tiwari, the campaign brings out lesser-known facts and trivia on multi-sport events through young characters – Vaibhav Raj Gupta and Harsh.
From bringing the spotlight on 72-year-old – Kiran Nadar, Indian Bridge Team, to highlighting the addition of cricket in the Asian Games, the campaign sheds light on India’s sporting landscape and celebrates sports personalities. The narrative honours the global recognition of India, highlighting many new athletes and their strengths across multiple sports. Further understanding the passion of viewers from across age groups, Sony LIV echoes the sentiments and solidarity of the entire nation for Indian athletes through its ad films. Supporting the championship, the platform has collaborated with esteem brands like Eatfit, JSW, Maruti Suzuki India Limited, ACKO, Limca Sportz, among others, to elevate the tournament experience.
The Asian Games is poised to be a significant one for India, as a total of 655 Indian athletes will be competing in 41 disciplines. After 19 years, Asian Games will feature a T20 tournament, where Indian men’s and women’s cricket teams will be making their debuts, giving many more reasons for viewers to be glued to their screens this year.
Tiwari said, “With this ad campaign for Asian Games, we aim to capture the excitement of this prestigious event. By infusing playful banter among friends to drive the storyline, we ensure that the spotlight remains on promoting awareness for the Asian Games and taking pride in the achievements of our players, as well as cheering for them. This is a comprehensive and meticulously crafted campaign poised to deeply connect with the audience.”
Gaming
IICT signs three MoUs to boost AVGC-XR and esports
Partnerships with Zenfluencers, Yologram and Eruditio at Chennai Gaming Show 2026 strengthen education, XR innovation and nationwide talent outreach.
MUMBAI: IICT has just levelled up the game in a big way. The Indian Institute of Creative Technologies signed three strategic Memorandums of Understanding on 17 April 2026 at the CII Summit FX – India Gaming Show in Chennai, forging alliances with The Zenfluencers, Yologram Style Pvt. Ltd. and Eruditio Consultants to accelerate India’s AVGC-XR ecosystem.
The tie-ups combine IICT’s strengths in education, skilling and research with specialist expertise across esports, immersive technologies and large-scale outreach.
- With The Zenfluencers, IICT will roll out globally benchmarked esports programmes, including joint certification courses, industry workshops, tournaments and masterclasses, creating clear career pathways across the full esports value chain.
- The partnership with Yologram Style Pvt. Ltd. focuses on gaming, immersive storytelling and extended reality (XR), delivering industry-aligned curriculum, faculty mentorship, student showcases and collaborative research in immersive AI and virtual production.
- Collaboration with Eruditio Consultants targets awareness, accessibility and career alignment, with nationwide counsellor training, institutional engagement and structured guidance frameworks to reach students beyond Tier-1 cities.
IICT CEO Vishwas Deoskar said, “As the AVGC-XR sector evolves at a rapid pace, strong collaborations between industry and academia are essential. These partnerships will create meaningful impact across education, innovation and outreach.”
Yologram Style Pvt. Ltd. founder Aditya Mani added, “AI-driven creator worlds are transforming games into engines of culture, commerce and careers. Together we aim to empower a generation to build immersive futures.”
Eruditio Consultants founder Indrajit Ghosh noted, “This is not just about awareness, it is about building a structured ecosystem that connects aspiration with opportunity.”
The Zenfluencers CEO Atharva Gupta said, “This MoU is a big unlock moment for the esports ecosystem in India. We’re building a structured pipeline for talent across the full stack.”
By bringing together academia, industry leaders and ecosystem players, IICT is creating scalable models that blend cutting-edge skills with real-world relevance. In a sector racing toward the future, these three partnerships ensure India’s next generation of creative technologists won’t just keep up, they’ll set the pace.
