Sony YAY! unites with music legends to bring music closer to children

Research says that music helps release the “happy chemical” in human body, infact we are programmed to be happier when we listen to music. And on the occasion of this World Music Day, destination of unlimited happiness, Sony YAY! Is all set to celebrate the magical gift of music and spread unlimited smiles amongst its young fans.

On the day when the world celebrates music, Sony YAY! aims to ensure that children from different walks of life strengthen their musical connect and not miss out on this magical form of art. A unique initiative kick-started by the channel, witnessed KickO, the superhero from Suncity bringing together legends such as A.R Rahman, Badshah, Sonu Nigam, Shaan and many more. The  music maestros extended their support to the movement by gifting autographed musical instruments from their prized collections to children from an NGO, helping them come closer to the opportunity of exploring their passion in music.

The initiative saw globally acclaimed artists and role models for children providing signed instruments, to introduce them to the joys of music. Right from Grammy and Academy Award-winning musician, A.R. Rahman’s keytar, to singer Sonu Nigam’s tabla set, and singer Amaal Malik’s ukulele, the movement struck the right chord among the YAY-fans. The enthusiasm and the willingness shown by the artists to be a part of this wonderful community initiative was heartening. The response it generated over the last year and the impact it had in benefitting scores of kids from different walks of life to learn music and realize their dream, has definitely attracted more like-minded celebrities pledging their support to the cause. Almost all of them shook a leg with KickO, posed for pictures and shared their thoughts on World Music Day. They echoed the channel’s sentiments on the importance of music and how it truly transcends and unites everyone. Through this collaboration, the kid’s entertainment channel aims to help children and add another ray of sunshine in their lives.

 The complete list of the signed musical instruments is as follows:

Artist Instrument
A.R. Rahman Keytar
Sonu Nigam Tabla set
Shaan Guitar
Badshah Ukelele
Sunidhi Chauhan Violin
Amaal Malik Ukelele
PalakMuchhal Djembe
Arko Mukherjee Tambourine
RJ Meha Kapoor 104.8 Ishq Guitar

Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kids’ Genre!, “Music is something that instantly gives a happy vibe to everyone. The face of a kid lights up once music starts playing. At Sony YAY! we constantly invest ourselves in making the channel the destination of unlimited happiness and this is exactly the reason we started this initiative. Through our World Music Day initiative, we aim to bring music closer to the lives of the kids. We are overwhelmed by the response garnered by the initiative especially from esteemed artists who pledged their support to this movement. By donating the personally signed instruments, we wish to assist kids in their musical journey. We’d like to thank everyone for their support”


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Entertainment