Sony Liv has rolled out a campaign, 'Har Screen Par Cricket, Sony Ke Saath' (cricket on every screen, with Sony), featuring cricketer Sunil Grover, to spotlight a familiar Indian habit: when there is a match on, one eye is on work and the other on the score.

The campaign comprises an ad film conceptualised by Sweat Media that brings this behaviour to life while building anticipation for Sony Liv’s upcoming cricket calendar. It begins with India’s tour of Sri Lanka from 15 August, followed by the DP World Women’s Asia Cup 2026, including the India vs Pakistan clash on September 5. The line-up also includes India and Pakistan cricket at the 20th Asian Games Aichi-Nagoya 2026 from 17 September, and India’s tour of New Zealand from 22 October.

In the film, Grover plays a rather unforgiving corporate boss who summons his employees to address what he believes is the biggest threat facing the company over the next four months: Sony Liv’s upcoming sports line-up. Concerned that employees will be distracted by the cricket action and that productivity will take a hit, he takes an extreme step, blocking Sony Liv on the company’s TVs as well as employees’ phones and effectively banning Sony from the workplace. What follows is an extreme solution that is unlikely to go down well with cricket fans. The film then highlights the range of sports content Sony Liv has lined up over the coming months.

What we think about it: The film taps into a relatable workplace tension and uses Sunil Grover’s comic persona effectively to turn the familiar cricket distraction into an entertaining premise. However, the idea feels fairly straightforward, and while the product message is clear, the execution could have pushed the humour and the conflict further to make the film more memorable.

Prashant Iyer, head – marketing, Sony Liv, said, “For the next four months, cricket will compete with meetings, deadlines and spreadsheets for attention. That was the starting point for the campaign. We wanted to have some fun with a situation almost every cricket fan has experienced. Sunil Grover could play the intimidating boss while still making the audience laugh, which made him the natural choice for the film. And even if his character wants cricket kept out of the office, fans will find it on Sony Sports Network and Sony Liv, wherever they are.”

CREDITS: 

Client: Sony Liv 
Creative agency - Sweat Media 
Director: Neal Massey
Producing house: EO2 Exp