Discovery Kids announced the launch of an all India school contact program titled Little Singham Squad targeting more than 500 schools in 11 cities across the country. Little Singham animation series, inspired by Singham and mentored by director Rohit Shetty, has in a short span garnered unprecedented traction across the country. 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, Dettol, and Gulf Oil.
Talking about the activity, Dabur India marketing head- oral care Harkawal Singh said, “Dabur is committed to its motto of being dedicated to the health and wellbeing of every household. With this initiative, Dabur has taken the onus of promoting oral hygiene among school kids.”
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 about the situations that can arise and offer guidance towards a plausible solution.
Discovery Communications India head of advertising sales Vikram Tanna 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, and 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.”
“Immuno Boosters by Cipla Health is proud to partner with Discovery Kids in their school contact program. 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,” added Cipla category director kids’ nutrition category Ketan Mohile.
Little Singham has helped in propelling ratings of Discovery Kids by more than 400 per cent 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.