Dentsu has officially launched its Sports & Entertainment network in India, following its global debut at Cannes Lions, with Yosuke Murai appointed as Head. The move marks Dentsu’s strategic push to connect brands with audiences through culture, sports, and entertainment-led experiences.
The India arm will focus on four key areas — Japanese anime, sports & esports, influencer marketing, and entertainment content — aiming to engage younger, digitally native audiences like Gen Z and Gen Alpha. The initiative will also create original IPs and fan-driven experiences that merge creativity with measurable business impact.
Yosuke Murai, who has nearly two decades of experience in sports, entertainment, and brand strategy, will leverage Dentsu’s global expertise to build India-specific cultural experiences. Global Head Yoshinobu Ise said the launch will connect people and communities while celebrating India’s dynamic cultural landscape.
Highlighting the country’s booming entertainment and sports ecosystem, Dentsu sees major opportunities through properties like IPL, ICC Champions Trophy, and OTT streaming platforms. Past campaigns such as Heineken 0.0’s Coachella activation and the UEFA Champions League initiative have already demonstrated the network’s success in driving massive engagement in India.
Harsha Razdan, CEO, South Asia, Dentsu, said the initiative will help brands gain trust and relevance by integrating into India’s cultural moments, while Murai emphasized India’s immense potential for live experiences and creator-led engagement.