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Disney Channel's 'Imagine That' opens to a successful launch week

Viewers give a thumbs up to Disney's new show 'Imagine That'

MUMBAI: Imagine That, the brand new property of Disney Channel, launched on 6 September at 9.30 am. The show focuses on tapping into the kid’s natural desire to explore and create through DIY. Centered around the theme of upcycling, host  and kids’ favourite Rob encourage them to express themselves and repurpose the simplest things into extraordinary art. The show performed exceedingly well in its launch week. It was the #2 highest series launch since 2018 in the category with a viewership of 592 TVTs in its launch episode. Source: BMW Software, Market- India Urban, TG- 2-14 ABC, All Day, 0700-2300, Wk 33-36’ 20.

Imagine That has Cello Colour Up as the presenter for its upcoming show Imagine That which will be powered by Byju’s The Learning App. There was an extensive digital campaign that was undertaken by the channel; which focused on building awareness for the show in the month leading up to the launch. Post launch the focus shifted to engaging people contextually within the DIY category. All initiatives across platforms were a roaring success. The overall impressions are currently at 95 million+ and the total views have crossed the 30 million mark.   Social media influencers were activated – bringing in mommy blogger communities; kid influencers, the Art Community and their followers in addition to popular influencers. A social media challenge called Imagine That Challenge is performing phenomenally well and engaging fans across. And all these initiatives were supported by ancillary Content support that make the interactions and conversations across the social handles.

Star and Disney India  Infotainment and Kids head Anuradha Aggarwal said, “With Imagine That, we wanted to create a platform where kids could express themselves and push the boundaries of their imagination through the ever popular DIY format.  The message of upcycling brought alive through a fun and innovative approach, struck a chord with kids and parents. We are excited that kids and art lovers across the country are engaging with the show on our channel and digital platforms. ”

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