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Sony Yay! Starts Off ‘Finding Funny Campaign’ To Strengthen Its Positioning With Kids

| Published on July 23, 2017

Sony Yay is Sony Pictures Networks India’s first kid’s entertainment channel. To increase their market they have recently launched a campaign named Finding Funny Challenge presented by Johnson’s Active Kids Shampoo.

In order to nurture kids adventurous and playful nature, this campaign will run long for 2 months. It will get kids excited as it’s basically a treasure hunt campaign.

Funny is a crazy cartoon character that will pop out on the screen every minute between a certain period of time. During the time 1-3 pm Kids favourite shows Guru Aur Bhole, Sab Jholmaal Hai kids are telecasted and they will be able to take part in this fun campaign. The lucky winners can win interesting gadgets and lots of other surprises.

With this campaign the very new in the market venture of kids entertainment channel, Sony eyes to grab the viewership of the children and keep them engaged.

Other Ways

Apart from this digital campaign, they have also joined hands with some schools across India. This is the first ever School Contact Program introduced in India by any channel. They have joined hands with over 800 schools across 26 cities including Mumbai, Delhi, Hyderabad, Chennai and key cities from Uttar Pradesh, Maharashtra, Madhya Pradesh, Punjab, and Gujarat, to name a few.

This is the first ever such huge initiative is taken by any Kids channel. The school programs will bring everyday quizzes and interactive sessions among kids. Representatives will visit schools conducting sessions and engaging children in fun facts. There are also a lot of prizes to be won too.

Who Said What?

Leena Lele Dutta, Business Head, Sony YAY! said,

“We all know that children’s imagination is unbounded and adventurous, exploration and play are 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 on- ground, we are also embarking upon the largest ever School Contact Program. We aim to make Sony YAY! the go-to destination for entertainment and engagement for children, and the Finding Funny campaign and School Contact Program are a strong step forward in that direction.”

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