Sony Sports Network has collaborated with Grammy-nominated artist Akon for the third phase of its anti-drug campaign, Iss Baar Drugs Ki Haar. The initiative, aimed at addressing drug abuse among Indian youth, features Akon’s latest song, Akon’s Beautiful Day (Konvict Kulture / 9122 Records), in its campaign film.
“Iss Baar Drugs ki Haar” is an important campaign for us and we are pleased to have Grammy-nominated artist, producer, entrepreneur, and actor, AKON join hands with us. Akon’s Beautiful Day is an apt addition to the campaign in driving home the message of: Choose Sports, Choose Life, Not Drugs.” Rajesh Kaul, chief revenue officer – distribution and international business and head – Sports Business, Sony Pictures Networks India (SPN), said.
The campaign, titled Choose Life, Choose Sports, Not Drugs, has been launched across Sony Sports Network and its social media platforms, which collectively have over 16 million followers. The latest film showcases Indian sporting icons and emphasises the role of sports in fostering a healthier lifestyle.
“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!” Akon said.
The song Akon’s Beautiful Day is part of the artist’s upcoming studio album and serves as the backdrop for the campaign’s message. The initiative aims to educate and encourage young individuals to pursue sports as a positive alternative to drug use.