DENTSU HAS launched its Sports & Entertainment practice in India, signaling a bold move to leverage the power of culture-driven experiences for brands. Yosuke Murai has been appointed as head of Dentsu Sports & Entertainment India to lead this initiative.
The new practice aims to bridge culture and commerce, helping brands engage authentically with fans, creators, and communities across metros, tier-2 towns, and global platforms. By harnessing India’s rich cultural landscape, Dentsu plans to create experiences that resonate deeply with audiences, elevate creators, and deliver measurable business impact.
Murai brings nearly two decades of experience at the intersection of media, advertising, and corporate strategy, with sports and entertainment as a core focus. He has led award-winning campaigns globally at Dentsu and will leverage the network’s international expertise to craft India-specific experiences that connect brands with audiences meaningfully.
“The launch of Dentsu Sports & Entertainment in India opens a new chapter for connecting people, ideas, and communities at scale,” said Dentsu Sports & Entertainment Global head Yoshinobu Ise. “We aim to inspire fans, elevate creators, and empower brands to engage in ways that drive business growth while celebrating India’s vibrant cultural landscape.”
The India practice will focus on four key areas: Japanese anime, sports & esports, influencer marketing, and entertainment content. Dentsu will also create original properties that build fan loyalty while delivering measurable business results. The initiative specifically targets younger, digitally native audiences, including Gen Z and Gen Alpha, who often remain out of reach for traditional advertising.
India’s cultural surge, powered by sports, entertainment, and fandom, presents significant opportunities for brands. The country’s OTT streaming ecosystem, dominated by cricket and premium content, already accounts for nearly 30% of the overall market, creating unprecedented reach. Major sporting and entertainment properties, including IPL 2025, the ICC Champions Trophy, and the Asia Cup, have demonstrated massive audience engagement. Globally, trends such as anime and sports docuseries continue to drive audience passion, with 48% of APAC consumers watching anime weekly and 71% preferring sports docuseries over other genres.
Dentsu Sports & Entertainment has already showcased its creative prowess in India. The Heineken 0.0 campaign brought Coachella to Indian audiences through creator-led storytelling, generating 44 million views and 37 million in reach. Similarly, its UEFA Champions League campaign amplified football fandom across India with 43 million views and 23 million reach.
Dentsu South Asia CEO Harsha Razdan noted: “Culture is the thread that stitches India together. When brands find a place in these moments – from cricket matches in every gully to festivals that light up our streets – they don’t just win visibility; they win trust, relevance, and growth.”
Commenting on India’s potential, Murai added: “With a middle class nearing a billion, rising disposable incomes, and a young population, India offers unparalleled appetite for live experiences. Whether esports, live entertainment, or the booming creator economy, brands have the opportunity to shape culture and unlock growth. Our mission is to harness Dentsu’s global expertise alongside Bharat’s cultural depth to create experiences that inspire the world.”
