Sony Yay! associates with Storytel to seed the habit of reading among kids in a creative way

Kids channel Sony Yay!, along with Storytel, audiobook and e-book streaming services, which hosts more than 100+ great stories for kids, came together in a unique collaboration.

The association saw both the brands host a splendid one-of-a-kind DIY storytelling session for young audiences and their mothers. The weekend special activity was successful in garnering 820K+impressions on three videos.

Sony Yay! from Sony Pictures Networks, curated a special initiative for kids and their mothers to bond over a unique storytelling session with exciting DIY activities. The association with Storytel was carried out under Sony Yay!’s Mom & Me Time initiative. It aimed to bring mothers a chance to gift the mindful habit of reading to their kids. In this activity, the kids enjoyed a three-video series of impactful Storytel stories namely Jandharv, The Blue Jackal, The Monkey & The Crocodile and Buddhuraj, the Foolish Lion – presented through a gripping narration by veteran actor Naseeruddin Shah. The channel brought in art genius Lalon who and recreated quirky DIY elements towards the end. The kids got a chance to shake a leg and hone their smartness in several other sessions through Dance by Shiamak Davar’s Institute for the Performing Arts, Yoga by Yoga Zoo, Storytelling by Little Reader’s Nook and science sessions by Science Utsav.

Sujoy Roy Bardhan, Head, Marketing and On Air Promotions, Sony Yay!, Sony Pictures Networks India, said, “Our association with Storytel aligns perfectly with our aim to serve our audiences with innovative and entertaining offerings. This is a unique activity which brings together the two things kids love the most – stories and DIY! With this partnership, we took it up a notch by making the experience visually appealing and interactive. We are delighted to see a great response to this and are excited to introduce more of such innovative storytelling sessions in the coming months.”

Sukriti Sharma, Brand and Marketing Head, Storytel India, said, "Stories are known to build empathy in people and we believe building the habit of listening to stories is one of the best ways to impart values in children. Storytel has a rich repository of thousands of stories for children across age groups. Stories provide meaningful entertainment and expand the power of imagination. We encourage parents to inculcate the habit of listening to stories in their children. Our association with Sony Yay! has been a very exciting one where we were able to reach children as well as parents via a platform they are comfortable with and let them experience audiobooks via really interesting way, i.e. DIY storytelling."

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