Sony YAY! unites kids across the country for a noiseless and pollution free Diwali

• With the 3^rd edition of their initiative ‘Pawsome Diwali’, the channel teamed up with Almighty Animal Care Trust to spread awareness about the adverse effects of bursting crackers during Diwali

October 24, 2019, Chennai: Diwali, is inarguably one of the most awaited occasion for kids across India. The entire country is in the festive mood, children on their holidays and all geared up to revel in the celebrations. In all these festivities, one usually tends to overlook how our celebrations affect the animals around us. Animals have an acute sense of hearing and smell, the features that are a part of their survival mechanism. But the same attributes cause them acute disturbance and discomfort with the loud noise of crackers and the left over gunpowder. With an aim to bring awareness about the same and initiate a new tradition of celebrating noiseless and clean Diwali, Sony YAY! announced the 3^rd edition of their landmark campaign – Pawsome Diwali. And who better than kids’ favorite cats i.e. Honey and Bunny from Sony YAY!to drive this message forward.

As a part of the entire drive, Honey and Bunny with their young fans donated ear muffs to leading NGO of Chennai–Almighty Animal Care Trust, working towards animal welfare, to shield animals against the noise of fire-crackers.

Not only this, social media celebrities also joined hands with YAY! to address all age groups and amplified the message through engaging videos and explanatory posts. Through their  digital outreach platforms, Sony YAY! also shared informative posts, contests and messages featuring Honey & Bunny requesting their fans to be more considerate to their pets and animal friends.

The overarching thought was to instil a sense of empathy amongst the young fans so that they can celebrate Diwali in a pawsome way for years to come and bring happiness not only to their friends and family but also to animals.

Comments:

Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kids’ Genre!

"Diwali is a festival of lights and not noise. With the first two years, we encouraged and introducedkids to the message of celebrating noise and pollution free Diwali. With the third edition the call for action evolves to inspire kids to make ‘cracker-free Diwali’ a habit. We want our next generation to understand the repercussions of bursting crackers and its adverse effects on pets, animals and even the environment. With Honey and Bunny being kid’s two favourite toon characters, our hope is that their message will positively translate in to a concrete change on these young and bright minds.”

SaiVignesh, founder and president of Almighty Animal Care Trust, Chennai, “I support the initiative of Sony YAY! to raise awareness among kids about celebrating Diwali by not bursting crackers. Crackers are harmful to our health, environment and animals around us.”

           

About Sony YAY!

Sony YAY! is the first kids offering from Sony Pictures Networks, India. Its vision is to be a part of kids’ everyday lives through various endeavours. A channel targeted at kids aged 2 – 14 years, Sony YAY! is here to set new standards and benchmarks in kids' entertainment. The channel’s content is unique, fresh and relatable and is produced in India. The channel, within one year, produced 6 original shows which include Guru AurBhole - a musical comedy, Honey Bunny kaJholmaal - a comedy with hilarious adventures of an odd team of pets, Paap-O-Meter- a unique laugh-out-loud ghost comedy and KickO and Super Speedo – a tale of a super-kid and his super gadget car who are out to save Sun City. Available in Hindi, Tamil, Telugu, Bangla, Marathi, Malayalam and English. Sony YAY! is the first kids’ channel to be available in 7 languages. This year, the channel has entered into licensing and merchandising, making their endearing characters a part of kids’ lives wherever they are.

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