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SPSN’s campaign ignites the discourse of real and fake cricket fans
Sony Pictures Sports Networks (SPSN) is running a campaign to promote the ongoing Australia tour of England. The campaign “Asli Fans ke Liye” (for real fans) sparks the age-old funny debate of real fans versus fake fans.
As the cricket frenzy nation missed the action for the last four to five months, SPSN is embracing the excitement of the live sports not only through the campaign but with a contest. The ‘ Asli cricket fan’ contest is a fun banter between “Asli cricket fan” and “Naklicricket fan”. Sony Pictures Networks India sports channels marketing and on-air promotions head Neville Bastawalla elaborates more on the campaign.
Talking about the ideation of the campaign, he reminds us of the cliched truth that observation is the key to any creative process. According to him, SPSN’s marketing team relies heavily on a combination of observations and deep-rooted consumer insights.
He spoke about a commonplace incident which also helped to form this campaign. While there are discussions on sport in almost every office each morning, many of the group members do not actually watch the matches. Rather, they check online updates in the fear of missing out. This sharp insight has been married with SPSN’s old conviction “love for cricket knows no boundaries.”
“If you scan an office environment, you will see there are die-hard fans of every sport especially cricket fans in India who watch ball-by-ball play of every match. We wanted to create a provocative communication which would hit the heart of cricket fans, especially the fake fans who don’t watch but only follow updates on non-India cricket,” Bastawalla says.
The campaign’s core bull’s eye is 25-40 age group which is consuming content across Sony Picture Network India’s channels and digital platforms. While one of the films has been shot during this crisis period, he adds that they had taken additional steps along with implementing the SOPs.
He also notes that it is very rare for any broadcaster to go for Hindi commentary on international non-India cricket, SPSN is doing so for this series. He also adds that twelve brands have already come on board including Dream 11, My 11 circles, HDFC Life, Maruti Suzuki, Skoda, Dafa News.
“To be honest, I am not seeing any change. We are just being true to the consumers. As a marketeer, my job is to get consumers to watch my content. Everybody is trying to win the heart of consumers,” he comments on post-Covid communication.
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.
