Sony Sports Network India has rolled out the second leg of its ‘Iss Baar Drugs Ki Haar’ (this time drugs will be defeated) campaign.

In this edition, SPNI has featured international athletes from the England and Wales Cricket Board (ECB) to join the cause to combat drug abuse among Indian youth.  

It features England women’s captain, Heather Knight, England men’s wicketkeeper-batter, Jos Buttler, and fast bowler, Mark Wood. 

Conceptualised in-house, the campaign consists of an ad film where Knight, addressing the viewer, begins by acknowledging that one may not always know who their best friends are. Wood follows by pointing out that one can certainly know who the 'worst friend' is. Buttler then identifies that one can however identify the 'friend' that offers drugs. The trio emphasise that giving in to peer pressure and using drugs isn’t cool, especially during stressful times, and stresses that anyone encouraging drug use isn’t a true friend. The film concludes with a powerful message: #IssBaarDrugsKiHaar.

What we think about it: Strikes a powerful human chord, using cricket’s most trusted voices to deliver a message that challenges the toxic culture of peer pressure. Leveraging prominent faces of the ECB, the film compassionately reframes the concept of friendship, making its anti-drug stance both relatable and impactful.

Rajesh Kaul, chief revenue officer - distribution and international business and head - sports business, Sony Pictures Networks India, said, "Drug abuse among India’s youth is a growing concern, often driven by peer dynamics. At Sony Sports Network, we believe that sports icons can influence positive choices. With the support of Heather Knight, Jos Buttler, and Mark Wood,  we’re reinforcing our commitment to this critical cause. The success of our first  film has motivated us to keep pushing forward, and we’re excited to continue  inspiring India’s youth to say no to drugs." 

The campaign was rolled out on YouTube on 6 November.