Sony Entertainment Television’s upcoming show Family Full House with Rohit Sharma has secured a diverse line-up of brands ahead of its premiere, bringing together advertisers across automobiles, fintech, technology, energy, building materials and FMCG.
The show, which marks cricketer Rohit Sharma’s debut in entertainment, has signed nine brands across its sponsorship structure. Skoda, PhonePe and Google Search AI Mode have come on board as co-presenting sponsors, while Avaada, UltraTech Cement and Fortune Refined Soyabean Oil have joined as co-powered by sponsors. Supersox and the BHIM Payments App are associate sponsors.
The range of categories represented on the show reflects the interest in entertainment properties that offer brands access to family audiences and opportunities for integration within the content.
According to Akshay Agrawal, head, linear ad sales at Sony Pictures Networks India, three factors are contributing to the commercial interest in the property: Rohit Sharma’s nationwide fan base, the family co-viewing proposition and the participative format of the show.
The format, which brings families together through games and conversations, also provides opportunities for brands to integrate into the programme rather than rely only on traditional advertising spots.
For advertisers, such integrations can offer a way to connect their products with the show’s content and audience interactions. The mix of sponsors across multiple categories also highlights the potential of weekend family entertainment properties to attract brands with different marketing objectives.
Family Full House with Rohit Sharma is set to premiere on 19 September 2026 and will air every Saturday and Sunday at 9:30 pm on Sony Entertainment Television and Sony LIV.
The show has also generated early digital interest, with promotional content featuring Rohit Sharma gaining traction on social media ahead of the premiere. For the brands on board, the property offers a combination of a recognisable celebrity, family-oriented programming and multiple opportunities for content-led brand visibility.
