Discovery Kids gets four advertisers on-board for ‘Little Singham Squad’

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MUMBAI: Discovery Kids has roped in five sponsors for the launch of its all India school contact programme titled ‘Little Singham Squad’ targetting more than 500+ schools in 11 cities across the country.

The initiative, which is based on animation series ‘Little Singham’, has garnered support from marquee advertisers including Dabur, Cipla, Unicharm, and Dettol. ‘Little Singham’, as a part of the school contact program, will sensitise young minds about the importance of self-defense.

As a part of the special contact initiative, Discovery Kids will showcase a specially created movie offering practical tips to children to handle difficult day to day situations such as a powerful elder grabbing a young one. The aim is to make the child more aware of the situations that can arise and offer a guidance towards a plausible solution.

Discovery Communications India Head of Advertising Sales Vikram Tanna said, “This special school contact program will work towards enlightening young minds about learning practical ways to defending themselves in the hour of need. Little Singham is an inspiration to young children – he is brave, intelligent, responsible, patriotic, honest and is an agent of change. We want our audiences to imbibe these positive traits of Little Singham and join the Little Singham Squad.”

Talking about the activity, Dabur India Marketing Head- Oral Care Harkawal Singh said, “Dabur is committed to its motto of being dedicated to the health & wellbeing of every household. Oral hygiene is an important part of being fit & healthy. If you look after your body and your eating habits, it’s also equally important to look after your basic oral and dental hygiene. However, brushing your teeth is generally seen as a mundane and routine activity. So, there’s a need to educate consumers about oral-care and its impact on overall well-being. With this initiative, Dabur has taken the onus of promoting oral hygiene among school kids.”

“Immuno Boosters by Cipla Health is proud to partner with Discovery Kids in their School Contact Program. It allows the brand the opportunity to strengthen our connect with kids by educating them about the importance of ‘Suraksha and immunity’ via a much-loved character like Little Singham. We are sure that through the engaging content that the teams have built, kids will be more mindful of their nutrition and learn various ways to improve their own immunity,” said Cipla Category Director (Kids Nutrition Category) Ketan Mohile.


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