Sony Pictures Networks India (SPNI), in partnership with Accenture, has unveiled Sony AdEdge, a new Centre of Excellence designed to give small and mid-sized businesses (SMBs) premium access to cross-platform advertising.

The platform lowers traditional entry barriers to television advertising, enabling growth-stage brands to feature alongside SPNI’s flagship properties, including Kaun Banega Crorepati, Indian Idol, CID and Taarak Mehta Ka Ooltah Chashmah.

Sony AdEdge combines SPNI’s storytelling and brand-building expertise with Accenture’s AI-driven targeting, analytics and media strategy. The result is a consultative model with flexible buying options, precise audience targeting and post-campaign measurement, allowing SMBs to execute campaigns with the scale and credibility of television alongside the agility of digital.

According to SPNI and Accenture, the platform is designed to democratise premium advertising inventory and fuel growth for emerging Indian brands by delivering measurable impact across channels.

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, managing director 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 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.”