Dentsu, a global leader in marketing and communications, has officially launched Dentsu Sports & Entertainment (DSE) in India, marking a key milestone in its global expansion following the network’s debut at Cannes 2025. As part of this launch, Yosuke Murai has been appointed as Head of Dentsu Sports & Entertainment India to spearhead the practice, bridging culture and commerce to create authentic, impactful brand experiences.
The India launch represents Dentsu’s first dedicated market practice under the global DSE umbrella, reflecting the country’s growing significance in the global cultural and commercial landscape. Dentsu Sports & Entertainment India will focus on connecting brands with audiences across metros, tier-2 towns, and international platforms, leveraging India’s cultural energy to deliver experiences that inspire audiences, elevate creators, and generate measurable business outcomes.
Yosuke Murai, who brings nearly two decades of experience in media, advertising, and corporate strategy, has been instrumental in executing award-winning campaigns at Dentsu globally. Murai will now integrate Dentsu’s global expertise with India’s dynamic cultural landscape, developing innovative campaigns and original IPs across Japanese anime, sports & esports, influencer marketing, and entertainment content. The division will particularly focus on digitally native audiences such as Gen Z and Gen Alpha.
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Yoshinobu Ise, Global Head of Dentsu Sports & Entertainment, said:
“The launch of dentsu Sports & Entertainment in India opens a new chapter for connecting people, ideas, and communities at scale. We will create experiences that inspire fans, elevate creators, and empower brands to engage meaningfully with audiences across sports, entertainment, and content, while offering business opportunities in the fast-growing market to our partners such as IP rights owners. This initiative brings global expertise that dentsu has developed over decades to India’s vibrant landscape, shaping moments that matter and driving lasting impact.”
India’s cultural surge, driven by sports, entertainment, and fandom, presents immense opportunities for brands. Cricket and premium content account for nearly 30% of India’s OTT market, with major properties like IPL 2025, ICC Champions Trophy, and Asia Cup witnessing record-breaking engagement. Additionally, trends like anime and sports docuseries continue to fuel audience passion, with 48% of APAC consumers watching anime weekly and 71% favoring sports docuseries.
Dentsu Sports & Entertainment India has already showcased its creative impact through campaigns such as Heineken 0.0’s Coachella experience, achieving 44 million views and 37 million reach, and the UEFA Champions League activation, generating 43 million views and 23 million reach across India.
Harsha Razdan, CEO, South Asia, Dentsu, added:
“Culture is the thread that stitches India together. From cricket that turns every gully into a stadium to festivals that light up our streets, these moments define us as Bharat. With dentsu Sports & Entertainment, we are stepping into these lived experiences — music, sport, cinema, and celebrations that define who we are. When brands find a place in these cultural moments, they don’t just win visibility; they win trust, relevance, and growth. For us, this isn’t business; it is personal.””
Commenting on his vision, Yosuke Murai said:
“India is one of the world’s most exciting frontiers for sports, entertainment, and culture. A middle class nearing a billion, rising disposable incomes, and a young population have created unparalleled appetite for live experiences. Here, passion drives business impact. Whether esports, live entertainment, or the booming creator economy, brands have an opportunity to shape culture and unlock growth. Our mission is to harness dentsu’s global IP and expertise — including the deep content business knowledge and networks built over decades by dentsu Japan — alongside Bharat’s cultural depth, to create experiences that inspire the world.”
Dentsu Sports & Entertainment India is set to redefine the landscape of brand engagement by blending global IP, cultural insight, and digital innovation, offering brands an unprecedented opportunity to connect with India’s vibrant audiences.
