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Sony YAY! kicks off Finding Funny Campaign, strengthening their positioning with kids
MUMBAI: With innovative engagement and happiness at the core of everything it does, Sony YAY! Sony Pictures Networks India’s first kid’s entertainment channel is set to launch a unique & interactive campaign titled Johnson’s Active Kids Shampoo Presents ‘Finding Funny Challenge’, in association with Act II. Aimed to harness children’s adventurous & playful spirit, this 2-month long campaign will add a fun and amazement quotient by setting children up for a treasure hunt to find ‘Funny’ – a crazy fun character that pops onto the screen to every kid’s surprise. Children will be able to find ‘Funny’ on their home screens between 1-3 pm during their favorite shows Guru Aur Bhole, Sab Jholmaal Hai and win some exciting gadgets. With this campaign, Sony YAY! aims to set a new benchmark of interactivity and engagement with children in the back-to-school season.
As a part of this campaign, the channel introduces its first ever School Contact Program across the country. Tapping 800 schools nationally, the program becomes the largest reach initiative undertaken by any kid’s channel. The program will cover 26 cities including Mumbai, Delhi, Hyderabad, Chennai and key cities from Uttar Pradesh, Maharashtra, Madhya Pradesh, Punjab, and Gujarat, to name a few.
Kick-started on 10thJuly 2017, Sony YAY!’s School Contact Program will add huge doses of excitement to the children’s everyday school life by bringing them a host of interactive games, trivia, competitions, and prizes.
Leena Lele Dutta, Business Head, Sony YAY!
‘We all know that children’s imagination is unbounded and adventurous, exploration and play is what they thrive on. We wanted to encourage this very spirit amongst our little fans and that became the genesis of the Finding Funny campaign. To extend this campaign on- ground, we are also embarking upon the largest ever School Contact Program. We aim to make Sony YAY! the go-to destination of entertainment and engagement for children, and the Finding Funny campaign and School Contact Program are a strong step forward in that direction.”
“We believe happy, playful children show more keenness to learning. By bringing entertainment and engagement to their schools we want to reach 800 schools. We are excited to begin this interactive journey with the little ones. Through each initiative we take, we aim to strengthen our position as the ultimate destination of happiness for kids.”