Viacom18's Sonic ropes in Akshay Kumar as brand ambassador

The fifth channel from Viacom18 goes live in multi-lingual feeds on 20th December 2010

BestMediaInfo Bureau | Delhi | December 15, 2011

It's time for some action…! Targeted at the new young adults – the action-loving generation, SONIC, part of Viacom18 Media Pvt. Ltd. has roped in India's biggest action hero and superstar Akshay Kumar as Brand Ambassador. Bringing alive Thrills. Guts. Glory., the channel will go LIVE on television screens across the country in multi-lingual feeds on December 20th 2011.

Akshay Kumar matches SONIC's brand persona - he is best known for everything that SONIC offers… speed, thrills, adrenaline pumping edge-of-the-seat excitement, 24x7. His association with the channel will help in showcasing the channel's attributes and get audiences to experience action like never before!

Says Nina Elavia Jaipuria, Executive Vice President & General Manager, SONIC & Nick India, “Action is in Akshay Kumar's DNA.  He is the ideal brand ambassador for SONIC that will appeal to the action-loving generation.  We are privileged to have him on-board and are confident that his association with us will bring us success in the weeks to come. For our young audience who thrive on action, adventure & adrenaline, Akshay Kumar will deliver all this & more!”

Akshay, who had the audience stunned & amazed with his LIVE stunts, said, “I am happy to be associated with 'SONIC', a channel that gets the adrenaline rush going for the action loving generation. With superheroes, power packed animation and legends for all action-lovers; SONIC has something for everyone. Watch me, 'Akshay Kumar' bring you thrills, guts & glory.”

SONICis fast-paced & is exclusively conceived to bridge the gap between the kids and the youth channels. It premieres with action-packed &animated shows such as Shaktimaan, Kung Fu Panda - The Legend of Awesomeness, Jackie Chan Fantasia, Mighty Morphin Power Rangers and Supastrikas. The channel will also showcase high octane movies such as Dabangg, Singh is King, Gladiator and others on the weekend movie block - 'SONIC FLIX'. The evening slot 'SONIC XTREME' will add to the thrill with shows like The Adrenaline Project and Are You Afraid of the Dark?

And, for the generation that pings more than they talk, SONIC will go beyond television to engage its audience by driving the online community through www.sonicgang.com, whichwill be a hub of all the action on the channel. 'SONIC GANG' will be the ultimate destination for young adults &will offer everything from games, superheroes, gadgets to mobile interactivity and exciting updates on the Facebook & Twitter pages.  The website will also showcase 'Techno Sonic', an exclusive digital show. These pioneering activities in the digital space promise to provide out-of-the-box experiences that will take brand SONIC to greater heights.

SONIC will launch with a massive multimedia campaign that promises to delight action lovers.  SONIC will capture every screen possible to reach out to the tech-savvy Young Adults through an aggressive launch on mass media (Print, Outdoor, Television and Cinema), Digital (Gaming, website, social media), Mobile& On-ground.  In addition, the Viacom 18 network channels will also gear up to support SONIC with all their might.

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