Kids
Pogo and Cartoon Network spruce up on-ground activities
MUMBAI: If you thought on-ground activation was the exclusive domain of big television channels, think again.
Niche channels like Pogo and Cartoon Network too are engaged in strengthening direct connect with audiences, in this case – kids.
A case in point is the School Contact Programs (SCP) conducted annually by these two channels from the Turner India stable.
This time round, Pogo’s SCP, spanning July to September, targeted around 500 schools in eight cities, including Mumbai, Bengaluru, Delhi, Hyderabad, Ahmedabad, Hyderabad, Ludhiana and Chennai. The program saw the kids’ most loved character Chhota Bheem conduct Bheem’s Masti Ki Class across schools. Children were educated about issues like hygiene, internet security, team work and traffic signals through interactive games. The medium of instruction was Tamil in Chennai, Gujarati in Ahmedabad and so on. At the end of these sessions, students took home goodies and sponsor samples. Each activity lasted approximately three hours and touched nearly 900 students per school. Students from standards one to eight participated, sans their parents.
Says Turner International India senior director and network head Krishna Desai: “These SCPs provide an excellent platform to build a bridge between kids and their favourite channels and characters. Valuable lessons are imparted to kids in an entertaining format with branded games, activities and prizes. In addition, our advertisers also get a direct platform for their target audiences.”
Bheem’s Masti Ki Class was presented by Knorr Soupy Noodles, powered by Parle G, with associate sponsors including Honda, Dabur Hajmola Anardana, ICICI Prudential and TAT-O.
“Metros provide the necessary number of schools and students to help us achieve our goals,” adds Desai.
The theme of Cartoon Network’s SCP this year was Go Active Move It Movement based on tips and games to keep kids fit and active. The program featured several popular characters like Kris (from Roll No. 21) and Tom, Jerry and Oggy (from Oggy and the Cockroaches). The SCP was presented by Parle G, powered by Alpenliebe Juzt Jelly, with associate sponsors including Dabur Real Juice, Dabur Red Toothpaste, Hero Cycles & Yellow Diamond Chips.
Chhota Bheem engages kids during an interactive session with school children
The marketing departments of both Pogo and CN handle all activities while on-ground is deputed to specific agencies.
For kids who can’t get enough of their favourite characters on their favourite channels, this sure is a great way to keep connected with them.
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!
