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Tag: Sujoy Roy Bardhan

  • Sony YAY! announces the fourth edition of The Giant Wheel Festival in Mumbai

    Sony YAY! announces the fourth edition of The Giant Wheel Festival in Mumbai

    Mumbai: Riding high on the success of three phenomenal editions, each drawing a crowd of over 10,000, Sony YAY!, the leading kids’ entertainment brand, is thrilled to announce the return of The Giant Wheel Festival to Mumbai. The three-day celebration of family fun will be held from 31 May to 2 June 2024, at R City Mall (Ghatkopar). The Giant Wheel Festival is an immersive event that embodies Sony YAY!’s core philosophy of #Happyverse and extending it beyond the screen. Kids and families can experience their favourite characters who come to life, enjoy wholesome entertainment, and participate in engaging activities, fostering exploration and togetherness.

    This family extravaganza is set to offer an unparalleled opportunity for attendees to engage with iconic Sony YAY! toons, including Oggy, Honey Bunny, Naruto, and the recently introduced fan favourite Shin chan. Over 25 fun-filled activities, encompassing theatrical performances, creative workshops, interactive storytelling sessions, energetic Zumba classes, captivating puppet shows, dazzling magic displays, and exciting ninja lessons, promise to keep attendees engaged and excited by providing a memorable experience for the entire family. The iconic Bollywood celebrity Karisma Kapoor and a roster of esteemed TV celebrities such as Kishwer Merchant, Nisha Rawal, Mohit and Aditie Malik, Gautam Rode and Pankhuri Awasthy, and Gurdeep Punjj, are expected to add a touch of glamour and participate in a curated selection of activities, further adding to the overall festivities.

    The exciting on-ground experience also serves as a significant opportunity for brands to connect with their relevant audiences. Sony YAY! welcomes Weikfield as the presenting sponsor, Complan as co-powered by a sponsor, Havmor as a special partner, as well as Rasna and Navneet Youva as associate sponsors for the ultimate family carnival – The Giant Wheel Festival. Tickets for this extraordinary festival are available with special offers, exclusively on bookmyshow.com.

    Comments:

    Sony YAY! marketing, communications & OAP head Sujoy Roy Bardhan

    “While screens provide kids with a constant connection to their favourite characters, on-ground experiences and interactions fortify that connection. The Giant Wheel Festival bridges this gap by creating immersive experiences that help create lasting memories and deepen the emotional bond between kids and their favourite toons. As we prepare for the fourth edition of The Giant Wheel Festival, we remain committed to making this carnival the ultimate destination for family fun and fostering those special connections that truly matter.” 

  • Youva Stationery acquires licensing rights for ‘Oggy and the Cockroaches’

    Youva Stationery acquires licensing rights for ‘Oggy and the Cockroaches’

    Mumbai: Youva, from the house of Navneet Education, is thrilled to announce its collaboration with the leading animated series – Oggy and the Cockroaches. Licensed by Xilam Animation for Sony YAY!, the animated comedy has captured the hearts of audiences worldwide over numerous years with its entertaining and humorous storyline.

    Oggy, the charming blue cat, has become an icon, winning the hearts of audiences worldwide. His appeal transcends borders and languages, resonating with viewers of all ages. Kids are drawn to Oggy’s endearing nature and relatable experiences, making him a most desired character in the world of friendship. Its success is not just limited to the TV screen; Oggy has become a companion, a friend that kids want to have with them throughout their daily lives.

    Youva has secured licensing rights for “Oggy and the Cockroaches” from Sony YAY!. This collaboration will extend across a diverse range of stationery products, including jumbo-size and regular notebooks, colouring and activity books, combo kits and exam boards among others.

    This strategic partnership between Youva and “Oggy and the Cockroaches” aims to infuse joy and creativity into the world of stationery, offering fans and consumers an exciting range of products featuring their favourite animated characters.

    “We are delighted to join forces with ‘Oggy and the Cockroaches,’ a show that has captured the imagination of audiences worldwide,” said Youva chief strategy officer Abhijit Sanyal. “This collaboration reflects our commitment to bringing newness and joy to our customers through unique and engaging products. We look forward to a successful partnership that will undoubtedly leave a lasting impression on stationery enthusiasts and fans of the beloved animated series.”

    Sony YAY! marketing, communications & OAP head Sujoy Roy Bardhan said, “We understand the deep connection between kids and their favorite toons. The animated characters play a significant role in shaping kids’ imagination and creativity. With ‘Oggy and the Cockroaches’ having a huge fan following amongst kids, our collaboration with Youva aims to not just provide stationery but to create and spread moments of happiness. This partnership offers kids exciting new ways to interact with their adored characters, enhancing the stationery experience with the charm and humor of ‘Oggy and the Cockroaches.’”

  • Sony YAY! in 2023: Trends, triumphs, and the future of kids’ entertainment: Sujoy Roy Bardhan

    Sony YAY! in 2023: Trends, triumphs, and the future of kids’ entertainment: Sujoy Roy Bardhan

    Mumbai: Gone are the days of kids simply consuming what runs on the TV or eating the cereal their parents picked. Rather, in today’s consumer landscape, kids wield significant influence over what they watch, eat, or even wear. This influence is amply witnessed in the supermarket aisles and their command over the remote control, as they actively choose products. When kids actively make choices about what they watch and engage with, the rise in screen time becomes a significant factor. Kids now record more screen time, with largely entertainment driving their consumption (nearly 40 minutes). As per Sony YAY!’s SearchLight survey it was discovered that, through OTT platforms, 81 per cent of kids immerse themselves in cartoons and anime. Against this backdrop, it has become critical for kids’ entertainment brands to respond to these shifting preferences, navigate the intricate world of kids’ entertainment and develop a 360-degree ecosystem. It calls for redefining the narrative of engagement to prove that, in the dynamic realm of content creation, it’s more than just child’s play—it’s a meticulously crafted strategy to captivate the hearts and minds of the audiences on screen and beyond.

    Extending brands beyond screens

    The prevalence of screens and digital devices has amplified brand messages for kids, making them primary consumers and influencers. Thus, it is imperative that marketers engage with kids beyond screens and extend the brand universe to tangible aspects. This helps them unequivocally retain the loyalty of kids for their favourite toons. Licensing and Merchandising in this form offers a powerful avenue for brands to connect with this influential demographic. This was well-observed through the popularity of Naruto in India. After successfully introducing one of the world’s most popular Anime title to India for the first time, Sony YAY! unlocked a huge following for the show that led to consecutive releases of four seasons of the show. The massive fandom also hinted at wanting to engage with the characters beyond screens. Sony YAY!’s collaboration with over 15 brands that cater to young adults saw a huge traction that further demonstrated the strength of the character beyond the television screens.

    Elevating brand experiences

    While data has proven that kids enjoy screen time, at the same time, they also seek out rich tactile experiences that take the experience beyond the screen. A whole carnival dedicated to their favourite toons feels like a dreamland. Sony YAY!’s Giant Wheel Festival proved to kids that this dreamland exists. With the first edition predating the pandemic and two subsequent festivals held post-pandemic in Mumbai and Delhi in the same year, the platform demonstrated the power of on-ground activations in reaching out to target audiences. The third edition in Delhi held at the DLF Avenue Mall Saket from the 15 to 17 December attracted a heartening footfall of over 8.7K people. With a captivating array of attractions and entertainment, the Giant Wheel Festival was disruptive, innovative, and unconventional experience at its best.

    Being in the presence of kids

    In today’s digital age, engaging audiences through multiple touchpoints is critical for building a strong and lasting connection. Brands that successfully navigate and leverage these touchpoints have the opportunity to create a more immersive and interactive experiences for their target audience. Mobile phone games, in this respect, have emerged as a winning opportunity. The SearchLight survey underscores the fact that nearly half of the kids surveyed express a preference for mobile gaming, with free games standing at the core of their entertainment choices. Sony YAY!’s launch of 20 plus mobile phone games ensured the brand was present in the heart of a medium kids were increasingly enjoying and exploring. The launch of an AR game leveraging the popular show Oggy and the Cockroaches especially resonated with thousands of kids. The success saw the channel reach audiences across an emerging touchpoint, transcending the conventional boundaries of a kids’ channel.

    As the industry looks ahead to 2024, we can anticipate that the trends observed in 2023 will continue to shape the landscape of kids’ entertainment. The strategic integration of diverse content, including anime, is likely to persist, with an increasing focus on catering to broader age groups. Challenges may arise in navigating the ever-changing technological landscape, requiring brands to stay ahead of the curve in adopting new platforms and interactive experiences. Additionally, the role of parents in influencing kids’ viewing decisions will remain pivotal, necessitating continued efforts to engage both kids and their caregivers. Factors contributing to increased viewership could include innovative storytelling techniques, enhanced interactive experiences, and strategic collaborations that resonate with the evolving preferences of the audience. In the dynamic realm of kids’ entertainment, adaptability, creativity, and a keen understanding of audience dynamics will continue to be key drivers of success in the coming year.

  • Sony YAY! and Only collaborates for a Naruto-inspired collection

    Sony YAY! and Only collaborates for a Naruto-inspired collection

    Mumbai: Sony YAY! has consistently set the benchmark for immersive and engaging content experiences, as the leading kids’ entertainment brand. “Naruto” – the largest title in the global time landscape, stands as a testament to the channel’s commitment to delivering unparalleled entertainment, from across the globe. Sony YAY! extends its holistic approach and is thrilled to announce a special collaboration with Only to offer a unique blend of entertainment and fashion. This unique partnership unveils an exciting new clothing line that not only honours the brilliance of Naruto but also allows fans to express their passion for anime in style.

    The collection, designed for teens, captures the essence of the Naruto world and brings its characters to life. It offers a diverse range spread across 51 stores pan India, with over 7 SKUs. From easy solid t-shirts and colourful shirts to printed mesh tops, the collection caters to varied tastes.

    Expressing gratitude for the strategic partnership Sony YAY!  marketing, communications and OAP head Sujoy Roy Bardhan stated, “Sony YAY! recognises the growing fanbase of anime in India and has been in the forefront for building a deeper connection with fans and their favourite characters. To further extenuate this experience, we are excited to collaborate with Only with the introduction of a special clothing line. This collection not only celebrates the passion for anime but also offers enthusiasts a unique and stylish way to express their love for this genre.”

  • Sony YAY! partners with KidZania to begin pet rescue agency

    Sony YAY! partners with KidZania to begin pet rescue agency

    Mumbai: Sony YAY! has partnered with KidZania, an award-winning global edutainment theme park to launch a unique pet rescue agency.

    With this, Sony YAY! aims to empower kids to love and secure animals. At the Pet Rescue Agency KidZania Mumbai, kids will get to play a role as “rescue agents” and go on an adventure of finding and rescuing pets in KidZania city.

    With the help of exciting cues and indicative maps, kids will learn about the nitty-gritty of pet-rescuing operations alongside gaining knowledge about the diverse breeds and kinds of pets. The team-based activity will see kids be sharp and alert to follow set instructions as well as seek out clues to the whereabouts of the missing pets.

    Speaking on this, Sony Pictures Networks India, Kids’ Genre head of marketing Sujoy Roy Bardhan said, “Pet welfare is extremely close to my heart. At Sony YAY! It has been our constant endeavour to empower kids and further serve the purpose of reaching out to our audiences. The launch of the Pet Rescue Agency not just helps us to take another step in the same direction, but also helps us inculcate the right approach into the future citizens of the country.”

    Talking about this partnership, KidZania India chief partnership officer Prerna Uppal said, “KidZania has always envisioned providing children with an all-rounded multi-dimensional edutainment that contributes to the overall growth of their personality. By partnering with Sony YAY!, a brand that believes in business with purpose, we not only aim at enabling children to explore what it is like being a pet rescuer but also instil in them values like care and compassion as well as a sense of responsibility towards pets. We believe that inculcating such crucial values at a young age can go a long way in empowering kids to build a better world for themselves in the future.”

    Cyrus Broacha added, “Animals are man’s best friends, and I am very happy to see Sony YAY! taking the initiative to bring awareness towards their safety and security. With this initiative, I hope the kids develop more empathy towards animals and bring a positive change at large towards animal welfare”