Sony LIV’s upcoming entertainment property Family Full House with Rohit Sharma has attracted advertisers across categories ahead of its premiere, with brands signing on for sponsorship and integrated opportunities within the show.
The show, which marks Rohit Sharma’s appearance in a non-cricketing entertainment format, brings together families, celebrities and challenges designed around humour, interaction and shared experiences. The format also offers advertisers opportunities to integrate their brands into the content through challenges, conversations and other key moments rather than relying solely on traditional ad breaks.
PhonePe and Google Search AI Mode have joined the property as Co-Presenting Sponsors, while Luminous Power Technologies, CoinDCX and Mother Dairy are Co-Powered Sponsors. MYK Laticrete has come on board as a Partner Sponsor.
Ranjana Mangla, Head - Digital Ad Sales and YouTube Business, Sony Pictures Networks India, said the advertiser response reflects the distinctiveness of the format, which combines Rohit Sharma’s popularity with family-oriented entertainment.
She added that Sony LIV has worked with its partners to develop integrations that are contextual to the show and designed to enhance the viewing experience while helping brands connect with audiences.
Luminous Power Technologies’ SVP and Chief Strategy and Marketing Officer Neelima Burra said the association is aimed at bringing the conversation around solar closer to Indian households. She highlighted connected TV as an increasingly relevant environment for reaching families and making solar more familiar and relatable.
CoinDCX Founding Partner Mridul Gupta said Rohit Sharma’s association with the property provides the crypto platform with an opportunity to introduce crypto investing into everyday conversations and reach audiences through a familiar entertainment format.
Mother Dairy Managing Director Jayatheertha Chary said the show’s focus on family, fun and togetherness makes it a natural fit for the brand, which has been associated with family occasions and everyday consumption for generations.
The show will feature Rohit Sharma interacting with families and celebrities in a relaxed setting, with his humour and chemistry with participants forming a central part of the format.
Family Full House with Rohit Sharma will premiere on September 19 at 9:30 pm on Sony LIV and Sony Entertainment Television (SET).
