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Sonic turns up the heat with ‘Action Mania’ campaign

MUMBAI: Kids channel Sonic is all set to turn up the heat by launching an ‘Action Mania’ campaign that will see the launch of new shows, on-ground activations and digital interactivity to engage children this summer.

The month-long interactive campaign will travel across the country, giving kids a dose of ultimate action through its key properties like ‘Power Rangers’, ‘Supa Strikas’ and ‘Idaten Jump’. The line-up also includes action shows like ‘Power Rangers Mega Force’, ‘Koni Chan’ and ‘Naruto Rock Lee’.

‘Power Rangers SPD’ showcases the samurai warriors battle the evil with their cohesive team-work, intergalactic weaponry and their fighting skills. ‘Supa Strikas’ is a series for those who love sports and the surprises it brings along. The show revolves around the world’s greatest football team. ‘Idaten Jump’ is a popular adventure series revolving around a young boy and his love for mountain biking.

The on-air leg of the campaign will engage kids from 1 to 3 pm every Monday to Friday, featuring shows that are a mix of action, sports and adventure. Viewers can also answer questions asked during the time period and win prizes like mobile phones, bicycles and watches. They can voice their answers through SMS, call or the official website.

In addition to a 360-degree marketing campaign spanning cross channel promotions, print, radio and ambient, Sonic will connect with kids through an on-ground activation plan that includes gaming championships, pan-India activations, and meet-and-greet with famous Sonic action heroes.

Viacom18 Media EVP and business head kids cluster Nina Elavia Jaipuria said, “Sonic fills the need gap for action which, as a genre, was missing earlier from television screens. A great variety of shows and the huge on-ground engagement is only enhancing the experience of real action, sports and adventure. We hope kids enjoy meeting their favourite action heroes and experience the thrill and the adrenaline rush Sonic has to offer on air and beyond.”

Kids can meet action heroes like ‘The Teenage Mutant Ninja Turtles’ and ‘Power Rangers’ in Mumbai and Delhi every weekend. A dedicated Sonic Zone has been created to give kids a flavour of the action and adventure with games like Kill the Alien with Power Rangers, Shoot a Goal with Supa Strikas, or even play video games. Entertaining the kids will be performances by the Samurai heroes and the Ninja turtles, hour-long workshops and storytelling sessions at the zone.

The channel has also associated with Fun City to engage video game enthusiasts in a gaming championship starting 7 June across 14 outlets in India. Every weekend in June, kids will be able to join the Power Rangers and the Teenage Mutant Ninja Turtles across Mumbai, Pune, Thane, Delhi, Gurgaon, Ghaziabad, Chandigarh, Jaipur, Kanpur, Chennai and Ahmedabad, and participate in action-packed games.

The ‘Sonic Action Mania Vans’, yet another leg of the campaign, will travel across 19 cities including Pune, Aurangabad, Nasik, Nagpur, Solapur, Surat, Vadodara, Ahmedabad, Rajkot, Indore, Bhopal, Jabalpur, Lucknow, Kanpur, Ghaziabad, Meerut, Allahabad, Varanasi and Jaipur all through June. It will enable kids to meet action heroes and engage in activities like Foosball with Supa Strikas, Bi-Cycle Balance with Idaten Jump and more.

The website too will keep the online audiences busy by hosting the Sonic Action Mania contest. It will also host a ‘Kung Fu Panda – Watch-n-Win’ contest giving kids a chance to win more prizes.