Sony Pictures Networks India, Accenture launch Sony AdEdge to democratise SMB advertising

Sony Pictures Networks India (SPNI), in collaboration with Accenture, has unveiled Sony AdEdge, a Centre of Excellence (CoE) designed to help small and mid-sized businesses (SMBs) access premium cross-platform advertising in India. The platform is aimed at lowering the entry barriers traditionally associated with television advertising, making it more affordable, measurable and flexible for emerging brands.

Why SMB advertising matters

SMB advertising refers to marketing solutions created specifically for small and mid-sized businesses, which often lack the resources of large corporates but aspire to expand their reach and strengthen their brand identity. Unlike multinational companies that can spend heavily on multi-channel campaigns, SMBs typically operate on tighter budgets. As a result, they seek cost-efficient, targeted, and measurable advertising options that can deliver maximum impact per rupee spent.

In India, where SMBs contribute nearly 30% to GDP and employ millions, tapping into effective advertising can be a key growth driver. Until now, many have relied primarily on digital platforms due to affordability and precise targeting. Television, despite its unmatched credibility and reach, has been out of reach because of high entry costs and bulk buying models.

Sony AdEdge’s promise

Sony AdEdge looks to bridge this gap by offering SMBs access to SPNI’s marquee television properties—including Kaun Banega Crorepati, Indian Idol, CID and Taarak Mehta Ka Ooltah Chashmah. The platform combines the scale and trust of television with the agility and data-driven targeting of digital campaigns.

The CoE will function through a consultative model, providing flexible ad-buying options, AI-powered audience targeting, post-campaign analytics and seamless scalability across television and digital platforms. Accenture’s expertise in AI-driven media strategy and advanced analytics will underpin the platform, helping SMBs track effectiveness and fine-tune campaigns for maximum impact.

What industry leaders say

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, noted, “By placing the power of data-driven advertising into the hands of SMBs, we are enabling them to expand reach, boost agility, and maximise 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.”

The bigger picture

The move comes at a time when India’s advertising market is undergoing rapid change. While digital advertising has grown sharply in recent years, television remains the most influential mass medium for storytelling and brand-building. With platforms like Sony AdEdge, the two worlds are converging — offering SMBs the ability to blend scale, trust and data-driven efficiency.

Analysts say this could unlock a new category of advertisers for broadcasters, while giving SMBs the tools to build nationwide recognition without losing cost control. If successful, Sony AdEdge could set a precedent for other broadcasters to follow, reshaping how India’s growth-stage companies approach advertising.Read about our editorial guidelines and ethics policy