Sony Pictures Networks India (SPNI), in partnership with Accenture, today announced the launch of the Sony AdEdge Centre of Excellence (CoE)—a comprehensive advertising platform aimed at providing premium, cross-platform advertising opportunities to India’s small and mid-sized businesses (SMBs) and emerging brands.

Television has long been India’s most trusted and influential storytelling medium, but for many SMBs, high costs and scale requirements limited their participation. Sony AdEdge aims to remove these barriers, enabling growth-stage advertisers to leverage SPNI’s marquee television properties, including ‘Kaun Banega Crorepati’, ‘Indian Idol’, ‘CID’, and ‘Taarak Mehta Ka Ooltah Chashmah’, while enjoying the precision, flexibility, and measurability of modern advertising.

By combining SPNI’s brand-building expertise with Accenture’s AI-driven targeting, analytics, and media strategy capabilities, Sony AdEdge allows SMBs to plan and execute campaigns that reach mass audiences and deliver measurable results. The initiative is designed to democratize access to premium advertising inventory and create a new growth engine for emerging Indian brands.

The platform offers a consultative model with flexible buying options and uses Accenture’s advanced analytics to provide precise audience targeting, post-campaign measurement, and seamless scalability across platforms. This integrated approach enables SMBs to combine the credibility and reach of television with the agility of digital advertising, delivering campaigns that build trust, drive growth, and generate tangible business outcomes.

Gaurav Banerjee, Managing Director and CEO, Sony Pictures Networks India, said,”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.”

Berjesh Chawla, MD and Lead – Communications, Media and Technology, Accenture in 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.”