Rohit Sharma’s TV debut draws eight sponsors for Sony’s family game show

‘Family Full House with Rohit Sharma’, which premieres today on Sony Entertainment Television (SET), has attracted eight sponsors across categories.

Skoda, PhonePe and Google Search AI Mode have joined as co-presenting sponsors, while Avaada, UltraTech Cement and Fortune Refined Soyabean Oil are co-powered by sponsors. Supersox and BHIM Payments App are associate sponsors.

The show marks cricketer Rohit Sharma’s entertainment debut and will feature families competing in games that test teamwork and instinct. It will air on Saturdays and Sundays at 9:30 pm on SET and streamer Sony LIV.


Sony Pictures Networks India (SPNI), the owner of SET and SonyLIV, said the show’s promotional content featuring Sharma had generated millions of impressions and engagements on social media ahead of the premiere. The broadcaster did not disclose specific viewership projections or the commercial value of the sponsorship deals.

The advertiser interest comes as broadcasters seek to build non-fiction properties around high-profile personalities and family-oriented formats. The show’s sponsorship structure includes opportunities for brand integration through its games and conversations, in addition to conventional advertising placements.

Akshay Agrawal, head—linear ad sales, SPNI, said the show had attracted advertisers before its premiere, citing Sharma’s nationwide appeal, family co-viewing and the format’s interactive elements.

“‘Family Full House with Rohit Sharma’ has struck a strong chord with advertisers even before its premiere,” Agrawal said. He added that the format would allow brands to participate in content-led integrations beyond conventional visibility.

The show is part of Sony Entertainment Television’s non-fiction programming slate and seeks to combine a celebrity-led format with family entertainment and advertiser integrations.