dentsu Enters India's Cultural Arena: Launches Sports & Entertainment Division

In a bold move reflecting its global strategy and belief in the cultural power of entertainment, dentsu has launched its Sports & Entertainment (S&E) division in India—the first dedicated market practice under this vertical worldwide. At the helm is Yosuke Murai, a seasoned dentsu leader with nearly two decades of experience in media, advertising, and branded content.

The launch follows dentsu’s global unveiling of the S&E network at Cannes Lions 2025, placing India at the forefront of its global expansion. This move signals dentsu’s firm commitment to bridging culture and commerce—offering immersive, fan-first brand experiences rooted in sports, entertainment, and storytelling.

India as a Launchpad: Why Now?

India presents a ripe opportunity for dentsu’s cultural expansion. Key market trends driving this decision include:

• Explosive growth in OTT and streaming platforms, with live sports (particularly cricket) dominating viewership and revenue.

• A surge in esports, influencer culture, and creator-led content as mainstream channels for consumer engagement.

• A young, digital-native population increasingly seeking immersive, culturally relevant brand experiences across platforms and formats.

With this backdrop, India’s diverse and rapidly evolving consumer landscape makes it the ideal first step in dentsu’s global S&E rollout.

Strategic Focus: Where Culture Meets Commerce

dentsu Sports & Entertainment India will operate at the intersection of culture, content, and community. The division will focus on four core verticals:

• Japanese Anime – A fast-rising format with massive fanbases in India and globally.

• Sports & Esports – Creating experiences beyond match sponsorships, tapping into passion points and subcultures.

• Influencer Marketing – Deepening creator partnerships for authentic storytelling at scale.

• Entertainment Content – Original IPs, branded formats, and cultural narratives designed for Indian audiences.

Unlike traditional agency models, dentsu S&E will prioritise original IP creation—building fan-centric platforms and properties from the ground up, not just activating existing assets. This includes leveraging dentsu’s global IP and Japan’s longstanding leadership in content innovation to create locally resonant and globally relevant experiences.

Yosuke Murai to Lead Indian Division

As the appointed Head of dentsu Sports & Entertainment, India, Yosuke Murai brings deep global expertise, having led award-winning, culturally rich campaigns across media and strategy at dentsu Inc.

Speaking on the launch, Murai said: “The launch of dentsu Sports & Entertainment in India opens a new chapter for connecting people, ideas, and communities at scale. We aim to create experiences that inspire fans, elevate creators, and empower brands to engage meaningfully across sports, entertainment, and content.”

Under his leadership, the India division will focus on crafting authentic, community-driven experiences that span both metropolitan and Tier 2 markets—reaching Gen Z, Gen Alpha, and digital natives in meaningful, culturally rooted ways.

Global Proof, Local Ambition

dentsu has already seen global success in this space. Campaigns like Heineken 0.0 with UEFA Champions League amassed over 80 million cumulative views in India through creator-led, sports-centric storytelling—demonstrating the power of this model.

Now, with a formal structure in place, dentsu is doubling down on India’s potential to lead a new era of brand engagement—one where culture isn’t a backdrop but the strategy itself.

Conclusion: A New Playbook for Brand Engagement

The launch of dentsu Sports & Entertainment in India isn’t just another market expansion—it’s a strategic realignment around how today’s audiences connect with brands. With content, fandom, and community at the center, dentsu is positioning itself to define the next chapter of marketing in India and beyond.

India is not just a testbed. It’s the blueprint.

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