Sony YAY! is marking 20 years of Shin chan on Indian television with the launch of ‘House of Masti’, a specially curated programming block designed to bring the world of the beloved character alive for audiences across the country. The initiative reflects the channel’s continued effort to engage kids and families through immersive and innovative on-air experiences.

According to a Sony YAY! press release, the campaign transforms this milestone into a full-fledged, themed viewing experience, combining new episodes, fan-favourite moments, and specially curated programming. Unlike routine episodic formats, ‘House of Masti’ is positioned as a campaign-led property aimed at cutting through on-air clutter while celebrating the legacy of one of India’s most enduring animated characters.

Over the past two decades, Shin chan has evolved into a cultural phenomenon in India, known for his mischievous antics and cheeky humour. The character has built a loyal fanbase spanning generations, making this milestone a significant moment for both the channel and its viewers. With ‘House of Masti’, Sony YAY! is attempting to repackage that nostalgia with a fresh and engaging format.

Adding to the campaign’s appeal, popular comedian Kiku Sharda joins the initiative, bringing his signature style and energy into the mix. At the centre of this integration is a rap-led property titled ‘Shin chan ka YAY! Dhamaal’, performed by Kiku, which introduces a contemporary, music-driven layer to the campaign. Through a series of on-air integrations, he reimagines Shin chan’s everyday chaos in a format designed to resonate with today’s audiences.

Ambesh Tiwari, Business Head – Kids and Animation at Sony YAY!, noted that Shin chan has built a strong and lasting connection with viewers over the years. He added that ‘House of Masti’ aims to celebrate this journey through a differentiated programming approach, while the inclusion of Kiku Sharda and the specially created rap track adds a fresh, high-energy dimension to the experience.

The initiative also aligns with Sony YAY!’s broader strategy of strengthening the Shin chan franchise through an expanded content pipeline and wider availability across regional languages. With this campaign, the channel not only celebrates a milestone but also reinforces its commitment to delivering engaging, family-friendly entertainment that continues to connect with audiences across India.