Sony Pictures Network (SPN) India has launched a campaign called "Koi Kasar Nahi" for the 18th Asian Games held in Indonesia. SPN has also unveiled that it would be hosting a virtual "Fan Flame" on its site, inspired by the Asian Games torch that burns in the cauldron for the duration of the Games. The "Fan Flame" will also burn brighter with every message of support that goes out to the athletes.
Fans will have to use the hashtag #KoiKasarNahi on social media platforms such as Facebook, Twitter and Instagram with supportive messages to the athletes. Each post will appear on the digital fan flame and also be sent to the athletes.
The campaign has received support from Bollywood celebrities in a series of videos urging fans to support the Indian contingent. SPN has over 300 hours of live telecast of the Games on its channels and will also air more than 30 hours of highlights and repeats for viewers to catch up.
A live studio show featuring panellists such as wrestler Jagdish Kaliraman, hockey champions Sandeep Singh, Viren Rasquinha, and Jagbir Singh and many others will be covered in both English and Hindi.
“At Sony Pictures Networks India we have always promoted a multi-sport culture and it doesn't get bigger than the 18th Asian Games. As our athletes compete across 36 sports and against sportspeople from 45 countries, we will bring fans and viewers the ultimate experience to enjoy the Asian Games. As patriotic fans, it’s our utmost duty to give out unrelenting support to our athletes just as they will give on this stage,” Rajesh Kaul, chief revenue officer distribution and head sports, Sony Pictures Networks India said.