Sony Yay! partners with India Kids Fashion Week

MUMBAI: Sony Yay!, the newest offering from Sony Pictures Networks India, has partnered with the latest edition of the India Kids Fashion Week as the official kids channel partner.

The channel promises to be the ultimate happiness destination for kids and with its association with IKFW will bring another opportunity to spread smiles and inspiration in their young audiences’ life. As the official kids channel partner, Sony Yay! will air the Mumbai & Delhi shows that are scheduled for 29 and 30 July at Radisson Blu, Dwarka, New Delhi, and 12 and 13 August at the Lalit, Mumbai.

In addition, the toons from the channel’s original offerings - Guru AurBhole will also engage and walk the ramp with the kids at the fashion show.

Since its inception, Sony Yay! has been trying to connect with its target audience (age group 2-14 years) through various initiatives. The channel aims to give the kids a good laugh and huge doses of unadulterated entertainment in an environment that allows them to be themselves without any worry, which is in line with the objective of India Kids Fashion Week as well. The platform seeks to create a significant mark on the international kids fashion industry while providing a platform for nurturing individual identities of young designers with the potential to be future leaders and role models.

IKFW, an initiative of Event Capital (A Laqshya Media Group Company) and Craftworld Events, has made a glorious impact on the nation’s fashion week calendar and aims to be bigger and better, fostering qualitative opportunities for both designers to showcase their creativity and kids to showcase their innate awesomeness in its 5th edition.

Craftworld Events director Manoj Mahla said, “We are glad to partner with Sony Yay!. The channel came as a natural fit for India Kids Fashion Week. Together we aim to make IKFW bigger and better this year.”

Sony Yay! business head Leena Lele Dutta added, “India Kids Fashion Week is the biggest platform for kids fashion industry. We are glad to be associated with them. Our constant endeavour has been to reach out to kids all across the nation and we are always on the lookout for partners who can help us achieve this. Our aim is to be the unlimited happiness destination for kids and together, with India Kids Fashion Week, we want to give the kids an opportunity for them to be themselves.”

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