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Discovery Kids launches second edition of ‘Little Singham Squad’

Kids’ icon Little Singham to promote the importance of self-defense among students

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MUMBAI: Discovery Kids, leading kids’ animation channel from Discovery India, is all set to launch an even bigger edition of its immensely successful and award-winning all India school outreach programme called ‘Little Singham Squad’. In its second edition, Little Singham Squad will reach out and teach the importance of self-defense to more than 3 lakh students across 700+ schools in 13 cities across India including Delhi, Lucknow, Kanpur, Bangalore, Chennai, Coimbatore, Madurai, Mumbai, Pune, Surat, Ahmedabad, Rajkot and Baroda.

Little Singham animation series, inspired by ‘Singham’, one of Bollywood’s biggest blockbusters and mentored by ace director Rohit Shetty, is extremely popular amongst children. Little Singham, as the face of the school contact program, will guide and educate students to become self-aware and learn best ways to protect themselves in case of an emergency. ITC Candyman Fantastik has come on-board as the Presenting Sponsor while Britannia Treat Croissant is the Powered by Sponsor and Tata Salt as the Special Partner of Little Singham Squad.

“The Little Singham Squad generated huge traction on-ground last year. The effort is to educate children to learn the importance of self-defense; understand basics of what to do in case of an emergency. It is a worthy cause delivered in a fun-way leveraging Little Singham,” said, Discovery  South Asia advertising sales head Vikram Tanna. “The advertisers too love the engagement that Little Singham Squad has been able to deliver.  Our endeavor is to increase the scale and impact of the program with each passing edition.”

“Self-defense is an important art every kid must learn. Tata Salt has partnered with Discovery Kids for the Little Singham Squad to help the kids understand the importance of internal self-defence of the body. For this it is very crucial that they consume adequately iodised salt which helps in their mental development. We believe this is a step towards building the health of kids that lay the foundation for health and development of the nation" said, Tata Chemicals marketing head Sagar Boke.

The School Contact Programme which was first launched in 2018 has been much appreciated by the participating schools and has also been the recipient of several awards including the Gold Award winner of ‘Successful use of CSR activity’ at (ACEF) Asian Customer Engagement Forum 2018, the bronze award winner for ‘Effectiveness’ at (ACEF) Asian Customer Engagement Forum 2018 and ‘Best Experiential Marketing’ at ANN Awards in 2019.

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