Mumbai:Sony YAY!, India’s leading kids’ entertainment channel, continues to engage young audiences and families through immersive and innovative on-air experiences. Commemorating 20 years of Shin chan on television in India, the channel introduces ‘House of Masti’, a uniquely curated programming block that brings alive the world of the iconic character.
A cultural icon known for his mischievous antics and cheeky humour, Shin chan has won the hearts of audiences and built a strong enduring fanbase across generations in India. With House of Masti, Sony YAY! brings a fresh, campaign-led lens to this milestone, curating new episodes aligned with fan-favourite content, themed programming stunts, and new content into a cohesive viewing format that stands apart from regular episodic broadcasts and breaks on-air clutter.
Strengthening the initiative, popular comedian Kiku Sharda joins the campaign, bringing his signature energy and relatable charm to the world of Shin chan. Anchoring the integration is a rap-led property, ‘Shin chan ka YAY! Dhamaal’, performed by Kiku, which infuses a contemporary, music-driven dimension to the campaign and enhances its resonance with today’s audiences.
Through a series of engaging on-air integrations and moments, Kiku reimagines Shin chan’s everyday chaos in a uniquely fresh and entertaining format, amplifying the humour and spontaneity that the character is known and loved for.
Comments:
Ambesh Tiwari, Business Head Kids and Animation, Sony YAY!:“Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India, emerging as one of the most loved characters across generations. With ‘House of Masti’, we are bringing this milestone with a differentiated, campaign-led on-air experience that brings together new episodes, fan-favourite moments, and curated programming. The integration of Kiku Sharda, along with the specially created rap track ‘Shin chan Ka YAY Dhamaal’, adds a contemporary and high-energy layer to the campaign, helping us engage with audiences in more fun and relevant ways. At Sony YAY!, we remain committed to strengthening the Shin chan franchise through a robust content pipeline and expanded availability across multiple regional languages, ensuring that the character continues to entertain and connect with kids and families across the country. With ‘House of Masti’, Sony YAY! not only marks an iconic legacy but also reaffirms its commitment to delivering laughter, nostalgia, and unforgettable entertainment moments to households across the country.
Starting 27th April, viewers can tune in to Sony YAY! for the World Television Premiere of Shin chan, along with new episodes and an exciting lineup of blockbuster movies.
-Based on Press Release
