~The new format brings Rohit Sharma into a never-seen-before role, combining family entertainment, celebrity interactions and organic brand integrations~

Ahead of its premiere, Family Full House with Rohit Sharma, has attracted a strong line-up of brand partners across categories on Sony LIV, reflecting early advertiser confidence in the platform’s newest entertainment format.

The show will feature Rohit Sharma in a never-seen-before avatar, away from the cricketing field. Bringing together families, celebrities and entertaining challenges, Family Full House with Rohit Sharma has been designed to create relatable, spontaneous, and shareable moments.

The format also allows brands to become a natural part of the entertainment rather than remain confined to conventional advertising breaks. Partners can be integrated across challenges, conversations, and key moments within the show, enabling them to engage audiences in a manner that is contextual to the format.

The property has already seen strong interest from brands across categories, with PhonePe and Google Search AI Mode coming on board as Co-Presenting Sponsors; LUMINOUS POWER TECHNOLOGIES, CoinDCX and Mother Dairy as Co-Powered Sponsors; and MYK LATICRETE as Partner Sponsor.

Ranjana Mangla, Head – Digital Ad Sales and YouTube Business, Sony Pictures Networks India, said, “Family Full House with Rohit Sharma brings together two powerful audience propositions, the legendary stature and popularity beyond cricket of Rohit Sharma, one of India’s most celebrated cricketers and former captains and entertainment that families can enjoy together. The strong advertiser interest ahead of the launch is encouraging and reflects the distinctiveness of the format. We have worked closely with our partners to build integrations that belong within the show and add to the experience, helping brands connect with audiences in a more organic and memorable manner.”

Neelima Burra, SVP – Chief Strategy and Marketing Officer, LUMINOUS POWER TECHNOLOGIES,

“Our association with Sony LIV for ‘Family Full House with Rohit Sharma’ reflects our ambition to bring solar closer to Indian households. As Connected TV becomes an increasingly important part of how families discover and engage with content, it gives us an opportunity to take the conversation around solar into a more relevant and everyday environment. For us, it is not just about creating awareness, but making solar feel more familiar, relatable, and relevant to the way people live and, over time, encouraging a more progressive mindset towards solar.”

Mridul Gupta, Founding Partner, CoinDCX, said:

“Cricket has always been the first love for a significant number of Indians, and Rohit Sharma remains one of its most enduring icons. Partnering with Sony LIV for a show built around his stature gives us a genuine way to bring crypto investing into everyday conversation. For a category that is still new to most Indian households, moments like these matter, they help people engage with crypto in a familiar, everyday context and take the first step towards understanding it.”

Mr. Jayatheertha Chary, Managing Director, Mother Dairy, Said:

“Family Full House with Rohit Sharma celebrates the joy of coming together as a family, with fun, laughter and shared experiences at its heart. That makes the association a natural fit for Mother Dairy, a brand that has been part of family moments for generations, from everyday experiences to moments of celebration. We are delighted to partner with the show and look forward to adding our own flavour to an experience that celebrates family, fun and togetherness.”

Rohit Sharma’s easy humour, warmth, and natural chemistry with people will be central to the show. The format offers viewers an opportunity to see a different side of one of India’s most celebrated cricketers as he interacts with families and celebrities in a relaxed and entertaining setting.

Family Full House with Rohit Sharma will premiere on September 19, on Sony LIV and Sony Entertainment Television (SET) at 9:30 pm.