Sonic, a character from Nickelodeon, India’s most popular children’s entertainment property, has just turned ten. Sonic first went live on December 19, 2011.
Sonic has engaged and captivated kids with stories that bring happiness to their lives from its inception, in an already crowded and competitive market.
Starting at the bottom of the ratings in its early years, the channel has evolved into an entertainment powerhouse that continues to rule the hearts and minds of its young audience.
Sonic has risen the ranks in the kids’ category, from seventh place when it first launched a decade ago to third place in 2020-21 and is currently a solid No. 1 in its anniversary week. Sonic plays a vital role in building leadership for the Nickelodeon franchise, with a fantastic reach of 28.2 million as of November 2021.
Sonic presently has a 13 percent market share, with viewers spending an average of 119 minutes per week. From its inaugural show, ‘Kung Fu Panda- The Legend of Awesomeness,’ to its most recent home-grown IP, Pinaki & Happy – The Bhoot Bandhus, the show has contributed 30% of the channel’s ratings and has continuously ranked in the Top 10 spots in the category since its debut.
Sonic’s growth story is built on fascinating stories, appealing characters, and a strong kid connection.
“When we started our adventure with Sonic a decade ago, we took a plunge in the extremely competitive kids category,” Nina Jaipuria, Head of Hindi Mass Entertainment & Kids TV Network, Viacom18, said.
Sonic has progressed in leaps and bounds since then. Sonic’s success is a result of our kids’ first strategy to drive innovation with pioneering homegrown content, resulting in Nickelodeon becoming the most popular franchise.
We’re incredibly proud of Sonic’s success and continue to be blown away by the amount of affection it receives from both kids and sponsors. We’re proud to have created a brand that youngsters return to for their daily dose of amusement, and we’re looking forward to the next phase with zeal.
Sonic’s ten-year journey is commemorated with a special birthday campaign called “Anniversary,” which focuses on partnerships, extensive influencer marketing, and digital engagement through a variety of fun activities that are sure to keep kids entertained.
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