Kids
Disney’s KidSense 3 unlocks the emerging ‘codes’ of tweens in India
MUMBAI: The third edition of Disney’s KidSense has unveiled the new tween ‘codes’ that are replacing the old tenets for tweens in India. The research was conducted by the research agency- The Third Eye. These codes are visible in the three Cs of tween’s lives – culture, clan and core. Disney’s KidSense 3 aims to study the ‘senses’ and uncover the truth and trends of the tweens – girls and boys aged 8-14 years across metros and smaller towns. The Third Eye managing director Gitanjali Ghate stated, “The findings from this study are remarkable because the ‘sensing’ has been done through a different process. Disney’s KidSense 3 was a collaborative research exercise with embedded observations and co-creation of data. We had tween researchers versus just tween respondents along with mothers and experts from tween’s lives”. Additionally, the research also provides a peek into the future of mass tweens by researching the core life environments of ‘trendy’ tweens (aged 8-14 years belonging to Sec A+). The findings showcase similarities in the direction of this movement in tween psyche while the pace of these changes and shifts vary for trendy and mass tweens. Walt Disney Television International India senior vice president and managing director Antoine Villeneuve said, “Tweens today are wise and wired, yet vulnerable. Understanding the dreams, realities, environments and aspirations of Disney channel audience is an important pillar for creating relevant and memorable experiences that are appealing, entertaining, safe and family inclusive.” Some of the emerging codes of culture, clan and core of tweens from Disney’s KidSense 3 are: Culture: Today’s Interests AreTomorrow’s Careers: Investing in interests for the future -alternative careers are becoming the mainstream careers especially for trendy tweens. While classical careers prevail for masses, there is more openness to different career choices. I want To Be A Millionaire: Tweens today have million dollar dreams – the ‘mega’, ‘moneyed’ life which is all about money, luxurious bungalows and fancy cars and power. Money Is Their Life Currency: Money power is more than just purchasing power. Constant money is in, while pocket money us out, especially for the trendy tweens. A Fashion Worshipping Audience– Allowed & Encouraged By Parents & restricted By School: Fashion is the new religion with many gurus. Awareness of what is fashionable is very high across both the trendy and the mass tweens. Girl Friends & Boy Friends Aspirational… Image Enhancing: Romance is an active aspiration and consuming conversation across tweens of all SEC’s, gender and centers. Not only are the tweens talking romance, they are also ‘romanticizing’ romance. Parent Bonding & Bashing – Parallel & Permissive: A sign of new parenting styles: The tweens have found greater openness and freedom with parents. Trendy tweens are both openly complimentary and critical of parents while mass tweens are more conventional. Tweens have many Heroes… But Brand Bollywood Is The New God…Omni Present & All: From the way they talk to the way they interact, feel and emote, Bollywood, for both trendy and mass tweens, is God.
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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!
