Kids
Kids channels ensure strong lineup for Diwali season
MUMBAI: Kids channels will hope to grab more eyeballs during Diwali, which also happens to be vacation time for most schools.
Since this is the first Diwali for Sony Yay!, which was launched in April this year, the channel has planned a new campaign – ‘Jholmaal Bhari Diwali’, which includes new episodes of shows. On-ground activations include inviting families for the two-hour show of ‘Sab jholmaal hai’ where children are made to play games.
Brand ambassador Tiger Shroff will turn professor on television. Titled ‘Tiger Ki Jholmaal Paatshalla’, he will be teaching lessons to the toons of ‘Sab Jholmaal Hai’. The main presenting sponsor for the campaign is Dabur Red Paste and others like Hersheys, Dominoes Pizza, HUL and Lifebuoy.
Nickelodeon, which garnered first position in BARC’S week 40, is all set to double the celebrations for kids by premiering Motu Patlu in Hong Kong (Kungfu Kings 3) on 19 October at 2.30 pm.
While today’s kids prefer watching cartoons like Doraemon or Shinchan or Chhota Bheem, Discovery Kids will be taking them back to the history of Diwali and Indian culture through animated classics like Ramayan (19 October, 11:00 am) , Mahabharat (20 October at 11 am) and Hanuman (19 October at 1.30 pm) Immortal 2, Pandavas (20 October at 1:30 pm).
Discovery kids channel has used the voice-over of Amitabh Bachchan (Bheeshma), Vidya Balan (Draupadi), Ajay Devgn (Arjun), Sunny Deol (Bheem), Anil Kapoor (Karna) and Jackie Shroff (Duryodhan) in their upcoming mythological shows. Also Manoj Bajpayee, Juhi Chawla, Mukesh Khanna and Anupam Kher and Om Puri have given their voice for the movie – Little Krishna and Krishna aur Kans starting 19 October 2017.
Channels want both children and parents to enjoy the cartoons together and spend quality time. Sony Yay! Business head Leena Lele Dutta affirms that channels do get premium rates during Diwali. However, she denies reports that advertisers have stayed away from TV this season. “Fortunately we have not noticed this. In fact every week we had almost 7-8 brands and 2-3 new clients coming on-board including most FMCG companies and brands targeting kids”, she adds.
There’s another young adult’s all time favourite Disney channel which is making an effort for the children to have a ‘Dhamakedaar Diwali’. Disney India’s kid’s cluster will air the movie Brave and Frozen, while continuing Best of Luck Nikki for families. PJ Masks, a popular animated series, will be aired between Monday and Thursday at 1 pm. For action lovers, Disney XD has planned Pokemon movies, along with the premiere of the movie Darkrai Dost Ya Dushman and a special Marvel Stunt block.
Disney India’s sister channel—Hungama, is also set to celebrate Diwali all week with special episodes of Perman, Friday movie specials and festive packaging to enhance the mood.
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!
