By Stephen Lepitak, -

July 28, 2018 | 2 min read

Sky Sports has released what it claims is the first Hindi language promotion for the upcoming England V India Test series.

The cricket promo will be broadcast in both English and Hindi from today (28 July) ahead of the start of the five-match series, which will be delivered by AdSmart, and broadcast to households that view multiculture content such as Zee TV, Colors and Star Plus, represented by Sky Media.

Created in-house, the 30-second TV advert will include highlights from preview contests between the two countries, reaching as far back as 1932, and is the first signs of the commitment made by Sky Media during Cannes Lions last month which aims to create culturally relevant contextual campaigns for multicultural audiences.

Sky Media’s head of multicultural business, Debarshi Pandit commented: “Ethnic audiences in the UK are watching more mainstream channels and sport than ever before and with the current tour poised evenly between England and India, there is huge interest in the upcoming Test series.

“This promotion marks a milestone in that it is the first to be broadcast in both Hindi and English, demonstrating our ongoing commitment to better connect with our audiences,” he added.

The introduction of culturally relevant promotions follows Sky Sports run of six Indian brand campaigns broadcast during the Indian Premier League cricket tournament, which included a campaign for luxury property developer Lodha spoken entirely in Hindi.

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