SPNI and Accenture Unveil Sony AdEdge to Empower SMBs with Premium TV Advertising

Redefining TV Advertising for Emerging Brands

Sony Pictures Networks India (SPNI) has teamed up with Accenture to launch the Sony AdEdge Centre of Excellence (CoE), a powerful new platform aimed at transforming how small and mid-sized businesses (SMBs) advertise on television. Traditionally, premium TV ad space has been reserved for big brands with deep pockets, but Sony AdEdge changes that equation.

By leveraging data-driven insights, automation, and flexible buying options, the platform allows growth-stage businesses to advertise on SPNI’s most sought-after shows like Kaun Banega Crorepati, Indian Idol, CID, and Taarak Mehta Ka Ooltah Chashmah. For the first time, emerging brands can enjoy the scale, reach, and storytelling power of television without facing prohibitive costs.

Bridging Creativity and Data with AI

Sony AdEdge combines SPNI’s extensive content network and storytelling expertise with Accenture’s cutting-edge data analytics and AI-driven audience targeting. This integration allows advertisers to plan and execute campaigns with precision  measuring performance, optimizing spends, and reaching the right audiences across multiple platforms.

Gaurav Banerjee, Managing Director and CEO of SPNI, highlighted the vision behind AdEdge, saying, “We’re witnessing an unprecedented transformation in India’s advertising ecosystem, and SMBs represent the next frontier of growth. 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.”

A New Growth Engine for SMBs

The AdEdge CoE is structured around a consultative approach, helping smaller businesses design campaigns that deliver measurable impact. With access to Accenture’s advanced analytics and campaign tools, advertisers can now enjoy the kind of precision and post-campaign insights that were once exclusive to large corporations.

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. This collaboration is designed to break down traditional barriers, unlocking full-funnel, cross-platform advertising that is accessible, flexible, and profitable for emerging businesses.”

TV’s Power Meets Digital Agility

Sony AdEdge’s biggest promise lies in its ability to merge the mass influence of television with the precision of digital media. SMBs can now target specific audience groups, measure engagement, and scale campaigns based on real-time performance all while tapping into the credibility and emotional power of television storytelling.

By making premium inventory accessible, SPNI and Accenture are giving smaller advertisers the opportunity to compete with established brands on equal footing. It’s a move that could redefine the way India’s 70 million small businesses approach advertising in the coming years.

How to Get Started

Businesses eager to advertise on SPNI’s platforms through Sony AdEdge can reach out by giving a missed call on 7969002199 or writing to adedge@setindia.com.

The partnership between SPNI and Accenture marks a new chapter for Indian advertising — one where scale meets accessibility and innovation fuels inclusion.

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