Sony LIV shines the spotlight on Asian Games in an exhilarating new campaign by Nitesh Tiwari


Renowned brands like Eatfit, JSW, Maruti Suzuki India Limited, ACKO, Limca Sportz have come onboard to celebrate the Multi-sport Championship

Sports, with their compelling tales and thrilling moments, have always been a source of inspiration and entertainment for Indians. Giving many more moments to rejoice, Sony LIV is set to exclusively stream the 19th edition of the Asian Games. These diverse sporting traditions serve as a reminder of the vibrant tapestry of culture and competition that will be celebrated during the event, uniting Asia in the spirit of sportsmanship and camaraderie in 40 different sports.

As India is set to delve into the world of multi-sports championship, Sony LIV is set to uncover facts about sports, sportsmen, and more through its latest campaign for the Asian Games. This campaign shines a spotlight on the resurgence of India in the world of sports as the nation has evolved into a multi-sport powerhouse, with Indian athletes excelling in various disciplines on the global stage. Directed by National Award-winning filmmaker Nitesh Tiwari, the campaign brings out lesser-known facts and trivia on multi-sport events through young characters – Vaibhav Raj Gupta and Harsh.

19 Days of Non-Stop Sporting Action – 19th Asian Games on Sony LIV:

Film 1 –

Film 2 –

Film 3 – 

From bringing the spotlight on 72-year-old – Kiran Nadar, Indian Bridge Team, to highlighting the addition of cricket in the Asian Games, the campaign sheds light on India’s sporting landscape and celebrates sports personalities. The narrative honours the global recognition of India, highlighting many new athletes and their strengths across multiple sports. Further understanding the passion of viewers from across age groups, Sony LIV echoes the sentiments and solidarity of the entire nation for Indian athletes through its ad films. Supporting the championship, the platform has collaborated with esteem brands like Eatfit, JSW, Maruti Suzuki India Limited, ACKO, Limca Sportz, among others, to elevate the tournament experience.

The Asian Games is poised to be a significant one for India, as a total of 655 Indian athletes will be competing in 41 disciplines. After 19 years, Asian Games will feature T20 tournament, where Indian men’s and women’s cricket teams will be making their debuts, giving many more reasons for viewers to be glued to their screens this year. 

Watch your favourite athlete and sport at the Asian Games 2023 streaming on Sony LIV!


Nitesh Tiwari, Director & Filmmaker

With this ad campaign for Asian Games, we aim to capture the excitement of this prestigious event. By infusing playful banter among friends to drive the storyline, we ensure that the spotlight remains on promoting awareness for the Asian Games and taking pride in the achievements of our players, as well as cheering for them. This is a comprehensive and meticulously crafted campaign poised to deeply connect with the audience.