Sony YAY! launches three-month campaign ‘Laughter Raja’
MUMBAI: Sony Pictures Networks India’s (SPNI) kids channel Sony YAY! has launched a three-month campaign ‘Laughter Raja’ to their schools. Through this campaign, the channel aims to give kids a fun reason to take a break from their usual school routine and share laughter with their best friends.
This will continue with a bundle of exciting games like a fun version of musical chairs played using hula hoops with music from the title track of this show. Kid’s will have a gala time in playing their favourite toon while they get to participate as Jholmaal pairs and win exclusive channel merchandise.
In one of the largest on-ground initiatives, the campaign will see the channel cover around 500 schools across 26 cities. The campaign has also attracted relevant sponsors. ‘Laughter Raja’ is co-powered by Himalaya Complete Care, Act II popcorn is the associate partner while Club Mahindra is on board as experiential holiday partner.
With a whole lot of games, fresh content and the excitement of getting to see their favourite toon crowned as Laughter Raja, the kids are in for a YAY!tastic time ahead.
SPNI kids’ genre business head Leena Lele Dutta said, “The idea is to treat kids with more of what they love. The feline duo Honey and Bunny have been kids’ favourite duo for a while and this time they are in a fun battle to be crowned the Laughter Raja. Reaching out to kids through the right platforms and consistently aiming at keeping it relevant to them gives the characters an opportunity to build a connect outside of TV. This initiative in 500 schools will be an interesting mix of fun, education, and engagement that gives them a well-deserved break from their daily routines.”