MUMBAI: Drugs might give you a fleeting high, but can they match the adrenaline rush of a game-winning goal or a last-second slam dunk?
Sony Sports Network is stepping back into the ring with a knockout move—this time, they’ve got global music icon Akon in their corner! The five-time Grammy nominee is bringing the beats to the battle, lending his track Akon’s Beautiful Day (Konvict Kulture / 9122 Records) to the third phase of “Iss Baar Drugs Ki Haar”. The game plan? Crystal clear: Ditch the drugs, pick up a ball, and play for the win—because real champions choose sports, not shortcuts!
The “Iss Baar Drugs Ki Haar" campaign has already struck a chord with millions, and now, Akon’s anthemic song adds a fresh wave of energy to the movement. The latest campaign film, featuring a dynamic montage of Indian sports icons, reinforces how sports provide a healthier, more fulfilling path for young minds. Inspired by the uplifting beats of Akon’s track, the campaign aims to guide the youth away from drugs and towards a life of passion and purpose.
Sony Pictures Networks India CRO - distribution & international business and head - sports business, Rajesh Kaul shared his enthusiasm for the campaign, “‘Iss Baar Drugs Ki Haar’ is more than just a campaign; it’s a mission. Having a powerhouse like Akon join us amplifies our message tenfold. ‘Akon’s Beautiful Day’ perfectly encapsulates the spirit of choosing sports over harmful distractions.”
Akon, known for hits that have transcended generations, expressed his excitement about the collaboration, “Music has the power to change lives, and I am grateful that my song can contribute to such an important cause. The world needs love and positivity, and if Akon’s Beautiful Day can inspire even one person to make the right choice, it’s a blessing.”
The song’s inspiring message and powerful beats seamlessly align with the campaign’s mission. Akon’s Beautiful Day serves as the perfect backdrop to the stories of athletes who have harnessed the power of sports to transform their lives. This collaboration underscores the belief that sports are not just a game; they are a way of life, fostering discipline, perseverance, and resilience.
Sony Sports Network has amplified the campaign across its platforms, reaching over 16 million+ social media followers. The movement continues to spread far and wide, with previous films from the campaign racking up impressive engagement numbers.
