Discovery India partners Reliance Animation to produce local IP ‘Little Singham’
MUMBAI: Discovery Communications India has commissioned Reliance Animation to produce a new disruptive Indian original content series ‘Little Singham’, an animation series inspired by ‘Singham’, India’s most successful supercop brand and one of the biggest Bollywood blockbusters of all time. This is the biggest investment done by Discovery Communications India till date in the kid’s original content in India.
Targeted at kids in the age-group 4-8 years old, ‘Little Singham’ will make its debut on TV in April 2018 on the completely revamped Discovery Kids channel. India’s youngest Supercop, with the intro line – ‘Police kiwardi, Sher ka Damm, Naam hai mera – Little Singham!’ is an apt representation of Discovery Kids’ brand purpose – Super Heropanti. Little Singham will be aired in four languages English, Hindi, Tamil, and Telugu.
Speaking on the occasion, Discovery Communications India SVP & GM- South Asia Karan Bajaj said, “The scale of investment and the efforts behind Little Singham is symbolic of our intent to be the leader in the kids’ genre in India. The Little Singham IP, undoubtedly our biggest bet till date in the kids’ segment in India, has been shortlisted basis positive feedback in the consumer research. We are confident that along with a world class animation partner like Reliance Animation, we will be able to produce masala faceted series rooted in action, adventure & comedy that will attract the attention of kids in India. In addition, concerted efforts are underway to milk the full business potential of the IP in the most impactful manner.”
Speaking on the occasion, Reliance Entertainment COO Shibasish Sarkar said, “Little Singham will set a completely new benchmark for animation in India. Reliance Animation, led by COO Tejonidhi Bhandare, has currently engaged as many as 250 animation artists on this project and our expectation is that this number will grow further as we get closer to the launch. We are confident about the commitment and approach of our partners, Discovery Communications, and together we will not leave any stone unturned to make this IP successful.”