Speaking on the development, Sudhanshu Vats – Group CEO, Viacom18, said, “Our flagship Kids channel Nick has been the genre leader for almost 2 years now and our Kids portfolio is amongst the top 2 in India. Seen in this light, the rebranding exercise for Sonic is part of an evolving content strategy aimed at building Sonic up as a strong second to Nick, thereby increasing the combined viewership share of our Kids portfolio as we aim to cement our position as the number one Kids’ content destination in India. Our commitment to the genre is reflected in how we’ve placed it across our network through Consumer Products and a dedicated section in our OTT service Voot.”
The channel is already prepped for the transformation through a refreshing programming line-up. This change has already been set into motion with action comedy series, Shiva moving to Sonic. Upping the action + comedy quotient of the channel will be all new episodes of Pakdam Pakdai and Oggy the Cockroaches along with the ever-green shows Supa Strikas and Shaun The Sheep.
Talking about the rebranding of Sonic, Nina Elavia Jaipuria -EVP and Head – Kids Cluster, Viacom18 said “While Nickelodeon continues its dream run, our focus for this year is on building SONIC into a formidable channel that becomes a part of every child’s daily life. Our research shows that Children love action but with a significant dash of comedy. It is aligning to this insight that we have curated the all new SONIC that is fun, refreshing, vibrant, full of action and entertainment and with an edgy sense of humor which we are sure that children will love.”
The refreshed look of the channel will be brought to life with the Shiva campaign. The expansive marketing campaign will have promotions with an extensive cross channel plan, large scale on-ground, ambient engagement and interesting on-line interactivity.
Adding to this will be the on-ground initiatives such as retail and mall partnerships, the association with Pantaloons for the Junior Fashion Icon, Shiva themed games and meet-and-greets at Funcity, etc, all of which will introduce as well as allow kids’ to engage with their all new Sonic.