Sony Sports Network has rolled out a campaign, 'Ab Hoga Real Panga' (now there will be real trouble), to promote the India Tour of England, featuring five ODIs and five T20Is.

The series will be telecast from July 1 across all Sony Sports Network channels.

The campaign features an ad film centred around the growing rivalry between India and England. In the film, Ben Duckett recalls the heated exchanges between the two sides during last summer’s series, with visuals showing his argument with Shubman Gill. Josh Tongue describes the contest as a tough battle, while Ben Stokes points out how closely fought the India-England rivalry has become. Gus Atkinson then adds that the contest is far from over. The England players go on to say that they are ready to take the battle back onto the field and are awaiting a 'big panga' against India, before the film closes by highlighting the broadcast details for the upcoming series.

What we think about it: The film effectively taps into the growing India-England rivalry through real on-field moments and aggressive player banter to build hype for the series. Even for non-cricket viewers, its tense and confrontational tone makes the contest feel bigger than just another bilateral series.

The campaign was released on 27 May on YouTube and Instagram.

The series kicks off on 1 July.