Sony Sports Network’s campaign ‘Iss Baar, Sau Paar’ becomes a reality

Sony Sports Network’s campaign ‘Iss Baar, Sau Paar’ becomes a reality

India makes history at 19th Asian Games, surpassing 100-medal mark.


Mumbai: The 19th Asian Games in Hangzhou comes close to a thrilling finish after 14 days of exciting performances by the Indian contingent. The aspiration which started with one of the grandest campaigns in the history of Asian Games in India, Sony Sports Network’s campaign – ‘Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab’ has truly become a reality with ‘Iss Baar Sau Paar, Ho Gaya’ after India breached the 100 medals mark for the first time in the history of the games.

‘Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab’ was launched by Sony Sports Network with the clear objective of bringing the nation together and recognising the power of collective ambition, urging the heroes of Indian sports to cross the 100-medal mark, a milestone which has never been achieved by India at the Asian Games. At the beginning of the Asian Games, what seemed to be a rather aspirational target of crossing the 100-medal mark has finally turned into a reality owing to the Indian contingent’s unwavering determination to excel at the prestigious multi-sport event. Sony Sports Network’s war-cry ‘Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab’ aimed to galvanise the whole nation for a singular purpose – a united India, cheering in unison, and inspiring its athletes to unprecedented heights to enable them to transcend past records and push boundaries. And the Indian contingent has gone on to hmake history with their outstanding performance across various disciplines and crossed the dream number at the 19th Asian Games.  

Sony Pictures Networks India chief revenue officer - distribution & international business and head - sports business Rajesh Kaul:

"With 'Iss Baar, Sau Par', our aim was singular: to inspire our athletes at the year's biggest sporting event, the Asian Games. The campaign's resonance, both nationally and internationally, is a testament to their prowess. Filled with pride, we watched our athletes surpass expectations, shattering records and crossing a historic centenary medal haul. This landmark achievement not only underscores their dedication and capabilities but also positions our nation on the path to becoming a sporting powerhouse."

This visionary campaign ‘Iss Baar Sau Paar, Phir se, Hum Hongey Kamyab’ brought together influential personalities from various genres of life who echoed the broadcaster’s mission and shared their messages for the participating athletes to reach higher echelons in this edition of the quadrennial extravaganza. In addition, it was the first time in the history of any campaign that alongside Union Minister of Sports, Anurag Thakur, Chief of Defence Staff, Lt Gen Anil Chauhan along with chiefs of tri-services Gen Manoj Pandey, Admiral Radhakrishnan Hari Kumar and Air Chief Marshal Vivek Ram Chaudhari were seen putting their might behind the Indian athletes vying for glory at the multi-sport event.

Apart from them, some of the prominent influencers of the country who lent their support included the likes of Amitabh Bachchan, Sudha Murty, Aamir Khan, Hema Malini, Madhuri Dixit, Aditya Roy Kapoor, John Abraham, Abhishek Bachchan, Kapil Sharma Mirabai Chanu, Zaheer Khan, Anju Bobby George, Raja Randhir Singh and many more.