Sony YAY! appoints Beanstalk Asia as creative agency

The account was won post a multi-agency pitch.

In a recent announcement, Sony YAY!, kids’ entertainment channel by Sony Pictures Networks, India has appointed Beanstalk Asia as its creative agency. The company was handed over the mandate after a competitive multi-agency pitch that saw participation from leading agencies across India.

Beanstalk Asia will provide strategic and creative inputs to the channel's communication avenues, reiterating its position as the ultimate destination of happiness on television for children. Aligning their expertise to the channel's core ethos, Beanstalk Asia promises to bring ingenious thoughts and unparalleled creativity to Sony YAY!'s robust campaign line up.

Within a short span since its launch, Sony YAY! has stood out for campaigns that have brought out the channel's proposition in an engaging and effective manner. The channel boasts of multiple campaigns that have left an indelible mark on its audiences' hearts, garnering eyeballs for the channel and turning its viewers into loyal fans. With Beanstalk Asia on board, the channel aims to up the ante on creativity and uniqueness, and present ideas that celebrate happiness in every possible way.

Leena Lele Dutta, business head, Sony Pictures Networks India, Kids Genre, says in a press release, “At Sony YAY!, it's important for us to get partners on-board who are aligned to our vision and work closely with us every step of the way helping us achieve our goals. We are delighted to have Beanstalk Asia on board as our creative partner. They successfully ticked off all our requirements and effectively integrated the brand proposition in every idea they showcased. We are looking forward to this journey with Beanstalk Asia, which promises to be filled with creativity and fun.

Upendra Singh Thakur, founder and director, Beanstalk Asia, says in a press release, “Beanstalk Asia is excited to partner Sony YAY!, which is best positioned to capture the minds of kids with their delightful mix of original desi shows. We bring to the table an in-depth understanding and extensive experience to create impactful advertising in the children’s television segment. At Beanstalk Asia we follow rigours to arrive at a consumer behavior insight and thereafter sync this insight strategically with the brand requirements to create tailor-made solutions. And most importantly, if you add child-like enthusiasm and dollops of madness, you are bound to make a big impression in the world of kids. We look forward to a stimulating journey with Sony YAY! to stir up this segment.”