Kids
Find Freedom in Friendship with Sony YAY!’s Project Dosti!
MUMBAI: Friend, best buddies, interdependence, liberation, freedom – from friendship rises freedom. For a child, a friend is someone who gives them complete freedom to be themselves, someone they can count on. In a way, Friendship enables Freedom, just as Freedom enables people to become true friends. Tying friendship with the values that independence stands for and emphasizing the importance of finding freedom in friendship, this August, Sony YAY! introduces ‘Project Dosti’. The Ultimate Destination of Happiness launched a larger than life initiative that encouraged and empowered children from various divides to come to one platform with an aim of cultivating the true meaning of friendship while inspiring them to look beyond…
Children are the happiest around friends, and bringing in the idea of finding a friend in anyone, free of differences, Project Dosti integrated Friendship’s and Independence Day, uniting their young audience by friendship and celebrating a day free of inequality/disparity.
Hosted in Delhi on August 7, the channel gathered children from Hope Foundation and BCC Model School for a fun-filled session of games and gupshup. Encouraging unity, and with an aim of bringing out a special camaraderie amongst the children that encourages them to work towards the same objective, together, the channel naturally picked an all-time favourite – Tug of War. Unity and team spirit were seen all the way making for a fun day out in Delhi. In Kolkata, children supported by the Leo Club of Calcutta Park Avenue and students of Birla High School got together to participate in the same game, living out the highs of team sport on August 9.
Adding another layer of fun, Sony YAY!’s signature toons Honey and Bunny added oodles of dhamaal to the day. Bunny, with his naughtiness and shenanigans, played fun pranks with the children while Honey awed them with his silly innocence – both making the kids love them like never before. Each encouraged different sides of the team, pushing the kids to do their best! Showcasing the friendship that Honey and Bunny share, and getting kids to experience a bond like theirs is what Project Dosti stands for.
Project Dosti combines the universal pull of friends and freedom to drive home unity amongst all. Celebrating children’s refreshing innocence, Sony YAY! hopes to set new reasons for friendship and happiness with this activity.
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!
