JioStar Kids has expanded its slate of original homegrown content with the launch of its 15th local IP – ‘Bittu Bahanebaaz’, which premiered on May 12 on Sonic. 

The show follows the light-hearted and humorous adventures of Bittu, a clever and quick-witted 10-year-old who hilariously wriggles out of everyday challenges using creativity and imagination. Designed to resonate with kids and families alike, ‘Bittu Bahanebaaz’ offers a playful escape where the rules bend and fun takes over.

At the heart of this new show lies the charm of relatability. Bittu’s character is inspired by the spirit of everyday Indian kids—mischievous yet endearing, imaginative yet grounded. As the makers put it, “We all have a little bit of Bittu in us!” The vibe is further elevated with a catchy, whimsical title track penned by the legendary Gulzar Sahab, capturing the essence of Bittu’s playful universe.

In a statement, Alok Jain, President – Entertainment at JioStar, and Head of Cluster (Colors, Digital Hindi, Niche, Movies and Studio), highlighted the network’s commitment to quality, inclusive content. “At JioStar Kids, we remain deeply committed to understanding the pulse of today’s ever-evolving consumer. Our aim is to create relevant, screen-agnostic content that resonates across platforms—stories that are relatable, inclusive, and designed for kids and families to watch together and create memorable moments while doing so,” said Jain.

He added, “As Sonic continues to strengthen its position in the category, our legacy of developing beloved homegrown IPs empowers us to lead meaningfully and innovatively. We are excited to welcome Bittu Bahanebaaz, which will further enrich our storytelling and expand the universe of characters that kids love.”

This latest launch underlines JioStar Kids’ leadership in the kids’ entertainment space. Known for pioneering homegrown IPs like ‘Motu Patlu’, ‘Shiva’, ‘Rudra’, ‘Chikoo aur Bunty’, and ‘Pinaki & Happy’, the network has consistently captured young imaginations with characters rooted in Indian culture and values. Its flagship channel Nick recently marked a significant milestone by retaining the No.1 position in the kids’ entertainment genre for the 11th year in a row.

To ensure ‘Bittu Bahanebaaz’ makes a memorable debut, Sonic has rolled out a multi-platform promotional campaign across JioStar TV channels, JioHotstar, social media, digital platforms, gaming apps, and connected TVs. The summer-focused launch will also be supported by in-cinema promotions, creator-led content, and on-ground activations in malls to directly engage with kids and families.

In a bid to make the Bittu experience more immersive, Sonic has introduced an AI-powered chatbot and interactive games based on the show on the sonicgang website. These features allow fans to engage with Bittu’s character beyond the television screen, enhancing entertainment through interactive digital experiences.

Bittu Bahanebaaz airs daily at 12:30 pm on Sonic and is also available for streaming on JioHotstar. With a strong focus on original Indian storytelling and a vibrant campaign in place, JioStar Kids is all set to make ‘Bittu’ the summer hit that young audiences won’t want to miss.