Building on the success of the ‘Iss Baar Drugs Ki Haar’ campaign, Sony Sports Network has onboarded international athletes for added heft.
Marquee players from the England & Wales Cricket Board join the cause to combat drug abuse among Indian youth. Phase two of the campaign features prominent English names cricketers, such as England women’s captain Heather Knight, England men’s wicketkeeper-batter Jos Buttler, and pacer Mark Wood.
Sony Sports Network is committed to addressing the critical issue of drug abuse among youth. The second film of the widely appreciated campaign targets potential first-time drug users, encouraging them to make informed choices and reject drug use. Through the ‘Iss Baar Drugs Ki Haar’ campaign, the network aims to inspire widespread participation in this vital initiative.
Rajesh Kaul, chief revenue officer – Distribution & International Business and head – Sports Business, Sony Pictures Networks India, noted: “Drug abuse among India’s youth is a growing concern, often driven by peer dynamics. At Sony Sports Network, we believe that sports icons can influence positive choices. With the support of Heather Knight, Jos Buttler, and Mark Wood, we’re reinforcing our commitment to this critical cause. The success of our first film has motivated us to keep pushing forward, and we’re excited to continue inspiring India’s youth to say no to drugs.”
Butler said: “I am glad to be associated with Sony Sports Network for their noble campaign of “Iss Baar Drugs Ki Haar”. Drugs is a global issue and this campaign is a great initiative which can create a difference among the youth.”
Wood opined: “Sony Sports Network’s initiative of “Iss Baar Drugs is Haar” is an important message for the youth in particular. It is a growing concern across the world and we are proud to associate with Sony Sports Network and lend our voice to the cause.”
Knight added: “Drugs can ruin lives. My message to young people is clear: Stay away, make better choices, and focus on a healthier future.”
