Following the resounding success of the “Iss Baar Drugs Ki Haar” campaign, Sony Sports Network is taking its impact to the next level by collaborating with Grammy-nominated artist, producer, entrepreneur, and actor Akon. At the heart of their third campaign phase lies “Akon’s Beautiful Day”, a rousing track that stands as a clarion call for young people in India to choose sports—and life—over drugs.
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Bringing Awareness to Millions
The newly released campaign film underscores “Choose Sports, Choose Life, Not Drugs” to Sony’s audience, spanning over 16 million followers across social media. Featuring a vibrant montage of Indian sports icons, the film showcases how athletics serve as a powerful force for good, offering structure, inspiration, and a sense of community. By interweaving Akon’s uplifting beats with dynamic sports imagery, the narrative proves impossible to ignore—urging viewers to follow an energetic path rather than falling prey to negative influences.
The Power of Music & Sports
Akon’s involvement injects star-quality and a radiant optimism into the campaign. He notes,
“I am grateful for my music that is affecting the next generation today. The world needs love and it is a blessing that ‘Akon’s Beautiful Day’ is supporting that!”
This synergy between an internationally celebrated musician and India’s most energized sports network helps translate a documentary-like message into a motivational anthem—one that resonates with young adults across the country.
Why ‘Akon’s Beautiful Day’ Fits?
Set to be part of Akon’s upcoming album, “Akon’s Beautiful Day” adds a rising, hopeful tone to a film that underscores the life-changing influence of physical activity. Through sports, individuals can channel their energy toward positive outcomes, fostering resilience and a strong sense of purpose. As Mr. Rajesh Kaul from Sony Pictures Networks India puts it:
“Akon’s Beautiful Day is an apt addition to our campaign in driving home the message of: ‘Choose Sports, Choose Life, Not Drugs.’”
Inspiring the Next Generation
Beyond its catchy melody, this collaboration shows the power of communal movements. Bolstered by Indian sports stars on-screen and the backing of Sony Sports Network, the anthem calls on every viewer to embrace a healthier, drug-free life. By championing sports, the campaign sets a roadmap for India’s youth—one rooted in commitment, discipline, and self-belief.
Join the Movement
Ready to see it for yourself? Watch the campaign film and share the positive message. Let’s stand behind the youth of India as they step into the arena, guided by music, sporting idols, and a vow to stay on the right side of health and happiness:
Choose Sports. Choose Life. Not Drugs.
