Sony YAY! announces massive outreach program and fun campaign – ‘Laughter Raja’

Schools have begun after summer vacation and it is time to go back and reunite with friends. Kids channel Sony YAY! has taken this opportunity for introducing a new campaign, ‘Laughter Raja’.

In one of the largest on-ground initiatives, the three-month fun campaign will see the channel cover around 500 schools across 26 cities, where YAY! toons Honey-Bunny will welcome their young fans into the new academic session. The hilarious feline duo Honey and Bunny are in a race to be anointed the funniest one, to win the ultimate crown of ‘Laughter Raja’. Kids across India will be seen cheering for their favourite toon by excitedly voting for them through the Sony LIV app.

Sony Pictures Networks India kids’ genre business head Leena Lele Dutta commented, “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.” The campaign has also attracted relevant sponsors – it is co-powered by Himalaya, Act II popcorn is the associate partner while Club Mahindra is on board as experiential holiday partner. 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 exciting games like a fun version of musical chairs played using hula hoops with music from the title track of this show. Kids will have a gala time playing with their favourite toon while they get to participate as ‘Jholmaal’ pairs and win exclusive channel merchandise. 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.