Dentsu’s New Network: Where Culture, Commerce and Creativity Collide in India

Updated: November 02, 2025 14:40

Image Source: Marketing Report

Dentsu officially launched its Sports & Entertainment (S&E) network in India, aiming to power culture-driven brand engagement through sports, esports, anime, influencer marketing, and live events. Led by Yosuke Murai, the network will blend global expertise with India’s vibrant cultural landscape to create immersive fan experiences and measurable business impact.

In a strategic move to tap into India’s booming cultural economy, Dentsu has launched its dedicated Sports & Entertainment network, reflecting its global rollout earlier this year at Cannes Lions 2025. This new vertical, led by Yosuke Murai, Head of Dentsu Sports & Entertainment India, aspires to bridge culture and commerce by helping brands authentically engage with fans, creators, and communities across urban and tier-2 markets.

Key Highlights:

Network Launch: Following its global debut, Dentsu India’s S&E network represents the company’s first dedicated market practice under its global expansion blueprint for sports and entertainment.
Target Areas: The network will focus on four key domains—Japanese anime, sports & esports, influencer marketing, and entertainment content—with plans to develop original intellectual properties to foster fan loyalty and create meaningful business outcomes.
Leadership & Vision: Yosuke Murai brings nearly two decades of media strategy and creative partnership expertise to spearhead this initiative, aiming to deliver localized but globally informed fan experiences. Murai emphasizes the fusion of Japan’s rich content heritage with India's cultural depth to shape engagement that resonates and inspires.
Cultural Opportunity: Harsha Razdan, CEO South Asia at Dentsu, remarks that culture is the fabric that stitches India together—from street cricket to major festivals—providing brands with unique opportunities to gain relevance and trust by embedding in these lived experiences.
Market Dynamics: India’s OTT streaming ecosystem, heavily driven by cricket and premium content, constitutes nearly 30% of the total OTT market, underscoring the vast reach and engagement potential for brands through this network.
Proven Success: Globally, Dentsu’s campaigns, such as the Heineken 0.0 Coachella virtual experience and UEFA Champions League activations, have amassed over 80 million views in India alone, illustrating the power of creator-led storytelling.

Dentsu’s Sports & Entertainment network heralds a new era of integrated, culture-first brand engagement in India, empowered by global insights and local resonance.

Sources: LBB Online, afaqs, Hindustan Times, Storyboard18

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