Discovery Communications India has commissioned Reliance Animation, the animation studio, to produce a new disruptive Indian original content series ‘Little Singham’, an animation series inspired by ‘Singham’, the Bollywood blockbuster.
This is the biggest investment by Discovery Communications India, the infotainment player, to date in the kids’ original content in India. Targeted at kids in the age-group of four to eight years old, ‘Little Singham’ will make its debut on TV in April 2018 on the completely revamped Discovery Kids channel. India’s youngest Supercop, with the intro line ‘Police ki wardi, sher ka damm, naam hai mera – Little Singham!’ is an apt representation of Discovery Kids’ brand purpose – Super Heropanti. Little Singham will be aired in four languages, English, Hindi, Tamil and Telugu.
Karan Bajaj, Senior Vice-President and General Manager, South Asia, Discovery Communications India, said, “The scale of investment and the efforts behind Little Singham is symbolic of our intent to be the leader in the kids’ genre in India. The Little Singham IP, undoubtedly our biggest bet to date in the kids’ segment in India, has been shortlisted on the basis of positive feedback in the consumer research. We are confident that along with a world-class animation partner like Reliance Animation, we will be able to produce masala-faceted series rooted in action, adventure and comedy that will attract the attention of kids in India. In addition, concerted efforts are underway to milk the full business potential of the IP in the most impactful manner.”
Speaking on the occasion, Shibasish Sarkar, COO, Reliance Entertainment, said, “Little Singham will set a completely new benchmark for animation in India. Reliance Animation, led by COO Tejonidhi Bhandare, has currently engaged as many as 250 animation artists on this project and our expectation is that this number will grow further as we get closer to the launch. We are confident about the commitment and approach of our partners, Discovery Communications, and together we will not leave any stone unturned to make this IP successful.”