Discovery Kids, India’s fastest growing kids channel, announced the launch of an all India School Contact program titled “Little Singham Squad”.
Little Singham, as a part of the school contact program, will sensitize young minds about the importance of self-defense. The initiative has garnered support from marquee advertisers including Dabur, Cipla, Unicharm, and Dettol.
Vikram Tanna, Head of Advertising Sales, Discovery Communications India, said, “This special school contact program will work towards enlightening young minds about learning practical ways to defending themselves in the hour of need. Little Singham is an inspiration to young children – he is brave, intelligent, responsible, patriotic, honest and is an agent of change. We want our audiences to imbibe these positive traits of Little Singham and join the Little Singham Squad.”
As a part of the special contact initiative, Discovery Kids will showcase a specially created movie offering practical tips to children to handle difficult day to day situations such as a powerful elder grabbing a young one et al. The aim is to make the child more aware of the situations that can arise and offer a guidance towards a plausible solution.
Talking about the initiative, Harkawal Singh, Marketing Head- Oral Care, Dabur India said, “Dabur is committed to its motto of being dedicated to the health & wellbeing of every household. Oral hygiene is an important part of being fit & healthy. With this initiative, Dabur has taken the onus of promoting oral hygiene among school kids.”
“Immuno Boosters by Cipla Health is proud to partner with Discovery Kids in their School Contact Program. It allows the brand the opportunity to strengthen our connection with kids by educating them about the importance of ‘Suraksha and immunity’ via a much-loved character like Little Singham. We are sure that through the engaging content that the teams have built, kids will be more mindful of their nutrition and learn various ways to improve their own immunity,” said, Ketan Mohile, Category Director (Kids Nutrition Category), Cipla.
Little Singham is creating history across dimensions. The IP has helped in propelling ratings of Discovery Kids by more than 400% this year. ‘Little Singham’ Mobile Game added to the IP’s success hitting the top of the charts in the Arcade section by garnering more than 5 million downloads till date.
In May, Discovery Kids climbs to 2nd position in kid’s genre. The ground-up Super Hero Indian IP Little Singham accelerated the channel increase its reach to 24 million. Significantly, the channel also garnered the 2nd highest time spend of 111 minutes per viewer in the kids’ genre in Week 17, according to the latest BARC data.
Inspired by ‘Singham’, Little Singham becomes India’s favorite animation character, targeting children in the age group of 5-11 years. Dabur Red Paste has come onboard as the title sponsor of the show. The digital rights of the show have been sold to Netflix.
Singham was a 2011 Indian action film directed by Rohit Shetty, starring Ajay Devgan in the title role alongside Kajal Aggarwal and Prakash Raj as the antagonist. Director Rohit Shetty came up with another sequel – Singham Returns in 2014, where actor Ajay Devgan reprises his role from the previous film, as well as co-producing the project, while Kareena Kapoor plays the female lead thus replacing Kajal Aggarwal.
Little Singham premiered on Discovery Kids channel starting April 21, 2018, and airs every day at 1.30 and 5.30 PM respectively.