Iconic anime series Naruto has achieved unprecedented success on Sony YAY!, amassing over 63.2 million viewers across India on their channel across all age groups.
This milestone was discussed by Ronojoy Chakraborty, Head of Programming at Sony YAY!, in a recent interview with Animehunch Pvt. Ltd.
Additionally, the anime’s sequel Naruto: Shippudenwhich started airing on the channel this March, too has reached over 30 million viewers on the channel.
While the Sony YAY! team anticipated a positive reception, the overwhelming viewership numbers surpassed their expectations. Chakraborty noted that such a benchmark motivates them to strive for even higher viewer engagement.
“You know, it becomes a benchmark when you want to have more. You want to have more viewers for the show, and that has been our attempt, and I think we will keep on getting more and more.”
Sony YAY!’s decision to bring Naruto to Indian audiences was driven by a keen understanding of the evolving preferences of young adults. Chakraborty explained that they recognized the potential of animation stories in this demographic, prompting them to acquire Naruto & Naruto: Shippuden.
The remarkable viewership numbers indicate a growing acceptance and enthusiasm for anime in India. Chakraborty highlighted that previous attempts by other broadcasters to introduce anime since 2000 had not yielded significant results.
However, the timing and approach by Sony YAY! proved to be pivotal.
“If you see that since 2000 onwards, there have been many broadcasters who have put on different anime shows across different times from 2000 to 2024. But none of them worked. Why did it work today? It worked today because we knew that the kids who have grown up on animation, they would love to still watch animation subjects which resonate with them,” Ronojoy said.
Despite its obvious appeal, simply acquiring the show wouldn’t have made it accessible or hugely popular. And so Sony YAY! undertook extensive localization efforts.
They secured the licensing rights and dubbed the show into five regional languages: Hindi, Tamil, Telugu, Malayalam, and Bengali.
On top of that, by placing Naruto in a prime time slot, they ensured maximum visibility.
The marketing efforts did not end there. Understanding that Naruto already had a dedicated fan base in India, Sony YAY! aimed to both cater to existing fans and attract new viewers.
The marketing strategy was comprehensive, encompassing ground engagements, merchandise launches, and collaborations with various outlets. The format of Giant Wheel Festival, which was carried out by the marketing team, too played an important role in this.
The Giant Wheel Festival, specifically, was quite unique due to its immersive nature. The event allowed kids and families to interact with popular Sony YAY! characters beyond television screens.
By offering a blend of entertainment options, including magic shows and bubble domes, it aimed to create a lively and engaging atmosphere.
The festival’s success is evident in its previous editions, which have collectively attracted over 10,000 attendees in Mumbai and over 8,700 in Delhi. And not surprisingly, Naruto was part of The Giant Wheel Festival in Mumbai and also in Delhi, with celebrities like Karisma Kapoor (in Mumbai), Shilpa Shetty, Jacky Bhagnani (in Delhi) among others participating in it.
By tapping into the nostalgia of those who grew up watching animation and introducing the series to a new generation, Sony YAY! effectively expanded the show’s reach.
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