Sony Pictures Networks, Accenture launch new platform empowering SMB advertising

Sony AdEdge lowers barriers for SMBs to access popular SPNI TV shows, combining television’s wide reach with Accenture’s AI-driven targeting and analytics, enabling growth-stage advertisers to create flexible, precise, and measurable campaigns that drive impact and brand growth

Sony Pictures Networks India (SPNI), in partnership with Accenture, has introduced the Sony AdEdge Centre of Excellence (CoE), a new integrated advertising platform aimed at providing small and mid-sized businesses (SMBs) and emerging brands in India access to premium, cross-platform advertising opportunities.

Democratizing premium advertising for SMBs

Television remains one of India’s most trusted storytelling mediums, yet many SMBs have been unable to tap into its potential due to high costs and scale limitations. Sony AdEdge seeks to lower these barriers, allowing growth-stage advertisers to leverage SPNI’s popular TV shows such as Kaun Banega Crorepati, Indian Idol, CID, and Taarak Mehta Ka Ooltah Chashmah. The platform combines the broad reach of television with precision, flexibility, and measurable outcomes made possible through Accenture’s AI-driven targeting and analytics.

By fusing SPNI’s brand-building expertise with Accenture’s advanced media strategy capabilities, Sony AdEdge offers SMBs the tools to design and execute campaigns that deliver both mass reach and measurable impact. This initiative is positioned as a catalyst for emerging Indian brands, offering a scalable and consultative approach to advertising.

Leveraging technology for targeted impact

The Sony AdEdge CoE provides flexible buying options and utilizes Accenture’s analytics to enable precise audience targeting and post-campaign measurement. The platform’s unified approach blends television’s credibility and reach with digital agility, helping brands build trust, expand their audience, and achieve concrete results.

Gaurav Banerjee, Managing Director and CEO of Sony Pictures Networks India, emphasized the transformative nature of the platform: “With AdEdge, we’re not just opening the doors of TV to SMBs – we’re reimagining how growing brands can leverage India’s most powerful media assets at the right scale, with the right tools, and at the right price.”

Berjesh Chawla, Managing Director and Lead for Communications, Media and Technology at Accenture India, added, “By placing the power of data-driven advertising into the hands of SMBs, we are enabling them to expand reach, boost agility, and maximize campaign effectiveness.”

The Sony AdEdge platform aims to democratize access to premium advertising, fueling growth for emerging Indian businesses through data-driven, cross-platform advertising solutions.