Kids
Discovery Kids launches second edition of ‘Little Singham Squad’
MUMBAI: Discovery Kids, leading kids’ animation channel from Discovery India, is all set to launch an even bigger edition of its immensely successful and award-winning all India school outreach programme called ‘Little Singham Squad’. In its second edition, Little Singham Squad will reach out and teach the importance of self-defense to more than 3 lakh students across 700+ schools in 13 cities across India including Delhi, Lucknow, Kanpur, Bangalore, Chennai, Coimbatore, Madurai, Mumbai, Pune, Surat, Ahmedabad, Rajkot and Baroda.
Little Singham animation series, inspired by ‘Singham’, one of Bollywood’s biggest blockbusters and mentored by ace director Rohit Shetty, is extremely popular amongst children. Little Singham, as the face of the school contact program, will guide and educate students to become self-aware and learn best ways to protect themselves in case of an emergency. ITC Candyman Fantastik has come on-board as the Presenting Sponsor while Britannia Treat Croissant is the Powered by Sponsor and Tata Salt as the Special Partner of Little Singham Squad.
“The Little Singham Squad generated huge traction on-ground last year. The effort is to educate children to learn the importance of self-defense; understand basics of what to do in case of an emergency. It is a worthy cause delivered in a fun-way leveraging Little Singham,” said, Discovery South Asia advertising sales head Vikram Tanna. “The advertisers too love the engagement that Little Singham Squad has been able to deliver. Our endeavor is to increase the scale and impact of the program with each passing edition.”
“Self-defense is an important art every kid must learn. Tata Salt has partnered with Discovery Kids for the Little Singham Squad to help the kids understand the importance of internal self-defence of the body. For this it is very crucial that they consume adequately iodised salt which helps in their mental development. We believe this is a step towards building the health of kids that lay the foundation for health and development of the nation" said, Tata Chemicals marketing head Sagar Boke.
The School Contact Programme which was first launched in 2018 has been much appreciated by the participating schools and has also been the recipient of several awards including the Gold Award winner of ‘Successful use of CSR activity’ at (ACEF) Asian Customer Engagement Forum 2018, the bronze award winner for ‘Effectiveness’ at (ACEF) Asian Customer Engagement Forum 2018 and ‘Best Experiential Marketing’ at ANN Awards in 2019.
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
