From The Economic Times · ET Bureau · · 1m 20s
Rohit Sharma's TV debut lands eight major sponsors
The cricketer's first entertainment venture attracts advertisers across auto, fintech, and consumer goods.
In brief
The cricketer's first entertainment venture attracts advertisers across auto, fintech, and consumer goods. Rohit Sharma's celebrity status and family-friendly format proved instantly attractive to advertisers, demonstrating the commercial value of celebrity-led non-fiction shows. Originally reported by The Economic…
Rohit Sharma makes TV debut
Family Full House with Rohit Sharma premieres today on Sony Entertainment Television, marking the cricketer's first entertainment venture. The family game show airs Saturdays and Sundays at 9:30 pm on SET and Sony LIV.
Eight sponsors sign on immediately
Skoda, PhonePe, and Google Search AI Mode joined as co-presenting sponsors. UltraTech Cement, Avaada, and Fortune Refined Soyabean Oil are co-powered sponsors, with Supersox and BHIM Payments App as associate sponsors.
Format combines celebrity with family appeal
The show features families competing in games that test teamwork and instinct. Sponsorship includes brand integration opportunities through games and conversations, beyond conventional advertising.
Social media buzz precedes premiere
Promotional content featuring Sharma generated millions of impressions and engagements on social media before launch. Sony did not disclose specific viewership projections or sponsorship deal values.
Advertisers cite Sharma's nationwide appeal
Sony's head of linear ad sales said the show attracted advertisers before premiere, citing Sharma's nationwide appeal, family co-viewing potential, and the format's interactive elements.
“'Family Full House with Rohit Sharma' has struck a strong chord with advertisers even before its premiere.”
The takeaway
Rohit Sharma's celebrity status and family-friendly format proved instantly attractive to advertisers, demonstrating the commercial value of celebrity-led non-fiction shows.
