MxMIndia

Tag: Leena Lele Dutta

  • Introduces 4 new shows to gear up for summer vacations

    Sony Yay! expands content

    By Our Staff

    Sony Yay!, the kiddie channel from Sony Pictures Network, has announced four new shows ranging across a gamut of genres. With this programming line-up, the channel sets the tone ahead of an entertaining summer to keep young audiences hooked.

    Said Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kids’ Genre: “Our young patrons have always showered us with immense love and loyalty for all our offerings and content that we have introduced. Paying an ode to their trust in us, we have handpicked four special narratives as a pre-summer treat.  Each of these shows will present our young audience with four new fascinating worlds and be the perfect precursor to a spectacular summer vacation that we have planned for kids to go YAY! once again.”

     

     

  • The agency's mandate to include creative communication across all platforms for the channel

    Sony Yay appoints Beanstalk Asia as creative agency

    By A Correspondent

     

    Sony Yay has announced the appointment of Beanstalk Asia as its creative agency. The company was handed over the mandate after a competitive multi-agency pitch that saw participation from leading agencies across India.

     

    Leena Lele Dutta

    Said Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kids Genre: “At Sony Yay, it’s important for us to get partners onboard who are aligned to our vision and work closely with us every step of the way helping us achieve our goals. We are delighted to have Beanstalk Asia on board as our creative partner. They successfully ticked off all our requirements and effectively integrated the brand proposition in every idea they showcased. We are looking forward to this journey with Beanstalk Asia, which promises to be filled with creativity and fun.”

     

     

    Upendra Singh Thakur

    Added Upendra Singh Thakur, Founder and Director, Beanstalk Asia: “Beanstalk Asia is excited to partner Sony Yay, which is best positioned to capture the minds of kids with their delightful mix of original desi shows. We bring to the table an in-depth understanding and extensive experience to create impactful advertising in the children’s television segment. At Beanstalk Asia we follow rigours to arrive at a consumer behavior insight and thereafter sync this insight strategically with the brand requirements to create tailor-made solutions. And most importantly, if you add child-like enthusiasm and dollops of madness, you are bound to make a big impression in the world of kids. We look forward to a stimulating journey with Sony YAY! to stir up this segment.”

     

     

  • Announces a school contact programme to engage with 800 schools

    Sony Yay kicks off ‘Finding Funny’ campaign

    By A Correspondent

     

    Sony Yay, the recently launched kids entertainment channel from Sony Pictures Networks India, is set to launch aninteractive campaign titled Johnson’s Active Kids Shampoo Presents ‘Finding Funny Challenge’, in association with Act II. As a part of this campaign, the channel will also launch a school contact programme across the country. Tapping 800 schools nationally, the programme will cover 26 cities including Mumbai, Delhi, Hyderabad, Chennai and key cities from Uttar Pradesh, Maharashtra, Madhya Pradesh, Punjab, and Gujarat.

    Said 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 onground, we are also embarking upon the largest ever school contact programme.”

  • Launches with four homegrown original animated shows to woo Indian kids

    Sony Yay to launch on April 18

    By A Correspondent

     

    Sony Pictures Networks India announced the launch of its much-awaited kid’s entertainment channel – Sony YAY! that will go live on April 18. With the premise of being the ‘Destination for Unlimited Happiness’ for kids, the channel has roped in dancing cinestar Tiger Shroff as its brand ambassador.

     

    With the primary TG of 2-14 years of age, Yay will go live with four original, locally produced, animated shows. A musical comedy titled Guru Aur Bhole on Mon – Fri at 10am, Sab Jholmaal Hai starring a world full of pets on Mon – Fri at 9am, a tale of friendship in Prince Jai Aur Dumdaar Viru on Mon – Fri at 11am and a ghost comedy called Paap-O-Meter on Sat – Sun at 12 noon  will form the key programming mix of the channel at the time of launch.

     

    Said NP Singh, Chief Executive Officer, Sony Pictures Networks (SPN) at a media meet on Thursday: “It goes without saying that the Indian television industry is at an interesting crossroad, with the kids genre being a frontrunner in demanding innovation and freshness. With the launch of Sony YAY!, the network now offers tailormade propositions for every member of the family.“

     

    Added Leena Lele Dutta, Business Head, Sony YAY!: “We are excited to launch Sony YAY! and be the platform that provides children with original Indian content that they can relate to and identify with. We couldn’t be happier to have Tiger Shroff on-board to support our vision of spreading happiness amongst our young audiences through content that is truly sensitized to their needs. We are certain that kids will find an instant connect with our shows…”

     

    The channel will will be aired in Hindi, Tamil and Telugu languages across direct-to-home (DTH) and digital cable platforms starting April 18.