"Dentsu India Boosts Sports & Entertainment with Paroma Dayal as VP"
Dentsu India Appoints Paroma Dayal as VP of Sports, Gaming, eSports & Live Experiences
Dentsu India has recently appointed Paroma Dayal as Vice President of Sports, Gaming, eSports, and Live Experiences, further expanding its Sports & Entertainment practice within the country. With a career spanning over 17 years across prominent digital and broadcast platforms, Dayal brings a wealth of experience to her new role.
Key Responsibilities and Focus Areas
- Dayal's mandate revolves around establishing revenue-driven partnerships that intersect with brands, culture, and diverse audiences.
- She will lead collaborations across sports, gaming, esports, and live experiences, with a primary focus on sponsorship sales, developing new business opportunities, and crafting strategic deals.
- Her role extends to constructing valuable brand-IP integrations and delivering data-informed solutions that yield measurable business benefits.
- An essential aspect of her position involves identifying suitable brand-IP matches and expanding culturally impactful partnerships that resonate with audiences, ensuring lasting value for brands and stakeholders.
- Dayal will collaborate closely with Dentsu's media, creative, data, and content teams to provide clients with comprehensive, cross-platform solutions.
Background and Expertise
Dayal's professional journey includes roles at distinguished platforms such as Quora, MX Player, Viacom18, Star India, India Today Group, Network18, and NDTV. She has spearheaded integrated brand partnerships across renowned properties like MTV Roadies, Splitsvilla, Hustle, and Unplugged, demonstrating her prowess in creating impactful collaborations.
Her stint at MX Player notably involved enhancing esports-oriented branded content initiatives like "Gamers Den," reflecting her acumen in evolving sports monetization models.
Strategic Focus and Industry Impact
Dayal's appointment follows Dentsu India's recent establishment of a dedicated Sports & Entertainment division, marking its inaugural venture of this kind post the global launch at Cannes Lions 2025. This strategic move underscores the network's commitment to connecting culture and commerce through avenues like sports, esports, anime, influencer ecosystems, and content-driven experiences in alignment with its overarching 'Transformative Creativity' proposition.
Rohit Potphode, Managing Partner – Sports, Gaming, eSports & Live Experiences at Dentsu India, praised Dayal's appointment, citing her extensive domain expertise and successful track record in fostering high-impact, award-winning partnerships and IPs. Yosuke Murai echoed similar sentiments, emphasizing Dayal's pivotal role in fortifying the company's Sports & Entertainment aspirations in India by cultivating culturally resonant partnerships with tangible business outcomes.
Dayal's Vision and Approach
Dayal recognized the evolving landscape wherein sports, gaming, esports, and live experiences are playing an increasingly influential role in brand-audience interactions. Her focus remains on forging integrated, data-driven partnerships that amalgamate creativity, data insights, and cultural relevance to foster meaningful consumer engagements and unlock new revenue streams at a substantial scale.
Dayal's appointment at Dentsu India signifies a strategic advancement in the network's engagement with the dynamic realms of sports, gaming, and entertainment, underscoring its commitment to pioneering collaborative endeavors and industry-shaping initiatives in the evolving market scenario of 2026 and beyond.
