Sony Entertainment Television has formed a strategic partnership with Yas Island Abu Dhabi for Indian Idol 15, aiming to boost audience engagement through branded content.
Host Aditya Narayan announced the collaboration, which includes a special visit to Yas Island by contestants. On March 16, 2025, a music video titled “It’s Time To Say Yas” debuted, showcasing both the contestants’ talents and Yas Island’s attractions.
A two-week social media contest invites viewers to identify four theme parks featured in the video. Participants must repost the video, tag the parks, and share it on their accounts for a chance to win an all-expense-paid trip to Yas Island.
“This partnership brings together television and immersive entertainment in an unprecedented way,” said Sandeep Mehrotra, head of ad sales at Sony Pictures Networks India, noting that the collaboration enhances viewer engagement while meeting both brands’ business objectives.
