"Dettol, other FMCG brands that never used to be in cricket are new advertisers": Rohit Gupta, SPNI

A look at how Sony Pictures Networks India is gearing up for the upcoming India-Australia cricket series down under, the reaction from the advertisers, and the rates the tournament's official broadcaster is raking in.

Six months back, stepping out of the house was not allowed in most parts of the world, and more so in India. The world's largest democracy was under blanket lockdown. Every outdoor activity came to a halt due to the outbreak of Coronavirus pandemic.

Now, the Indian cricket team, led by Virat Kohli, has flown to Australia for a tour down under, something nobody could have imagined a while ago. But it is happening. It is the first time that the Men in Blue will play a cricket match since the abandoned India-South Africa series back in early March.

Rohit Gupta, president, Sony Pictures Networks India, says, "India versus Australia is the new India versus Pakistan." The battle for the Border-Gavaskar Trophy has now become more intense as one team dares to defeat the other in its own backyard.

The matches will kickstart on November 27 with one day internationals (ODIs). Beginning at 9:15 a.m. (India time), the 50-over matches will end way before (TV) prime time begins in India.

In a market that is in the midst of a slowdown, and which has just witnessed a heavy investment of advertising money in the just concluded Indian Premier League (IPL), was selling this series a challenging task? "Not at all," says Rajesh Kaul, chief revenue officer, distribution and head – sports business, Sony Pictures Networks India. 

In an interaction with afaqs!, Gupta and Kaul talk about how Sony Pictures Networks India, the tournament's official broadcaster, is gearing up for the upcoming series, the reaction from the advertisers and the rates they are raking in.

Edited excerpts (Rohit Gupta)

Edited excerpts (Rajesh Kaul)