Mumbai: Sonic, part of India’s kids entertainment franchise Nickelodeon, is celebrating the completion of its decade-long journey with a special birthday campaign ‘Tenniversary’. The channel was launched on 19 December, 2011.

The campaign is conceptualised with a focus on partnerships, expansive influencer promotions, and digital engagement through an array of exciting activities to keep children entertained. 

Sonic has risen through the ranks from the seventh position since its launch a decade ago to the third in 2020-21, and currently at the top in its anniversary week. With viewers spending 119 minutes on an average per week, it currently commands a 13 per cent market share. It plays a significant role in strengthening leadership for the Nickelodeon franchise with a reach of 28.2 million as of November 2021.

The channel’s first launch was ‘Kung Fu Panda- The Legend of Awesomeness’. Its latest home-grown IP ‘Pinaki & Happy - The Bhoot Bandhus’ contributes 30 per cent of the channel’s ratings, consistently appearing in the category’s top 10 slots since launch. 

“When we started our journey with Sonic a decade ago, we took a plunge in the highly competitive kids category. From then to now, Sonic has grown leaps and bounds. The success story of Sonic is a result of our kids-first approach in driving innovation with pioneering homegrown content that has made Nickelodeon the leading franchise,” said Viacom18 - head of Hindi mass entertainment & kids TV network Nina Jaipuria. “We are happy to have built a brand that is a destination which kids return to for their daily dose of entertainment. We look forward to the next phase with enthusiasm.”