Kids
New GenerAsian Kids !!!
Adults beware, because kids have a mind of their own. This is one of the conclusions that one could draw from the recent study conducted by Cartoon Network in association with ACNielsen in the Asia Pacific region.
The study called New GenerAsians surveyed over 7700 children aged 7-18 living in 29 cities across Asia Pacific. It surveyed over 2000 kids from ten cities in India alone, more than any other country in the region. According to Anthony Dobson, Executive Director of Research & Strategic planning for Turner Entertainment Networks Asia, this was because “The sample size was not based on the population per se. India is the most culturally diverse country than any other in the region. There are more languages spoken here, more than China. Hence the larger sample size from India.” The cities, which were part of the study, were Ahemdabad, Banglore, Culcutta, Chennai, Cochin, Delhi, Hyderabad, Kanpur, Ludhiana and Mumbai.
Some of the results were indeed startling, especially from the Indian kids. They revealed a strong preference for desi brands. Out of the 18 product categories researched top ten brands that enjoyed the strongest brand equity among the Indian kids are local. When asked what their favourite brands were in categories like jeans, shoes, chips, watches etc the answers were: Titan watches, Ruf ‘n Tuf jeans, Uncle chipps, Action shoes, Boomer Chewing Gum, Maruti car and Action Sportswear in their respective categories. This is in stark contrast with the rest of the region where the top spot is occupied by foreign brands. International brands that figure in the top ten for brand recall among kids in India include Cadbury, Pepsi and Kwality Wall’s.
And parents need not worry either because at 90%, Indian Kids have a much higher aspiration for achieving good grades and getting admission in a reputed college/university as against only 66% of kids from rest of the region.
The Internet usage among the kids in India, even though low compared to the rest of the region, has gone up considerably. Only 1% of Indian kids use Internet and they use it mostly for checking exam results and playing games.
If anything the only problem with this survey could be that the sample size could be a bit less considering the fact that only 7700 kids were surveyed in the whole of Asia Pacific region.
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!
