The head of ad sales, network channels, Sony Pictures Networks India, speaks about why brands chose to partner with Asian Games.

The network has brought together a host of personalities for its campaign to promote the Asian Games, which will start on September 23.

Directed by filmmaker Nitesh Tiwari, the campaign brings out facts and trivia on multi-sport events through young characters.

The network has roped in Hyundai, JSW, Limca Sportz, Paisabazaar, LIC of India, Ultratech Cement, State bank of India, Panasonic and more sponsors for Asian Games.

The kits comprise travel, athleisure, and competition wear.

From streaming to OTT platforms and TV, stakeholders from the Indian eSports ecosystem trace how it is going mainstream and share how brands have reacted.