India’s Sony Yay! Launches ‘CID Squad’ as Part of Strategic ‘HUB’ Expansion: ‘Anime for All’ (EXCLUSIVE)

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The children’s TV channel, Sony Yay! from India, is preparing to launch “CID Squad”, an innovative and exciting animated detective series based on the classic Indian “CID” franchise, tailored for a modern audience.

This project aims to extend the allure of animation, moving beyond the usual children’s content, offering instead a top-tier, technologically advanced animated experience as the channel puts it.

Ambesh Tiwari, head of Sony Kids and Animation business, shares the thinking behind the latest production: “We noticed that individuals aged 15 to 35 may be among the first generations with a greater tolerance and appreciation for animated content. This is the first generation of Cartoon Network viewers who are now parents themselves.

Tiwari suggests that this demographic change presents a chance to narrate tales featuring characters originating from India. He poses the question, “What if the characters of ‘CID’, such as Pradyuman, Daya, Freddie, Abhijit, with their unique traits, were portrayed as youths living in today’s society?” Outlining his idea, he explains that while the original ‘CID’ series centered around murder cases and biological crimes, “CID Squad” deals with modern issues like autonomous vehicles, artificial intelligence, and cybersecurity.

The animated show introduces Inspector Pradyuman as a 25 to 30-year-old, leading a group of younger investigators. Unlike its prior iteration focusing on senior officers resolving conventional crimes, this modernized squad comprises teenagers, each possessing unique expertise. Abhijit, a 16-year-old prodigy with remarkable deductive abilities and an eidetic memory, employs his keen observations to construct cases. Daya, slightly elder than Abhijit, functions as the team’s enforcer but is portrayed as “a fearless coder” in today’s digital landscape. “In the original, he was a physically robust individual,” Tiwari explains, “but in our version, he’s a young whiz kid who cracks the digital fortresses.

I’m part of a diverse team that boasts some remarkable individuals. As the youngest member, I, Fredricks, bring a touch of humor and light-heartedness to keep our spirits high. Yet, I always ensure we maintain a strong, positive team dynamic. Then there’s Constable Sushil, who with his wealth of experience and extensive network of informants, is an invaluable asset to our investigations. Lastly, Dr. Salunkhe, a mechanical prodigy, owns a scrap shop where he crafts incredible gadgets from discarded materials – tools that have proven essential for our work.

Tiwari observes that the characters still hold a strong bond, even among younger audiences. He attributes this to the recent revival of the original “CID” series on Sony TV and streaming services like Netflix. Tiwari highlights that the new version maintains its own distinct qualities: “If you haven’t met ACP Pradyuman before, you’ll recognize Inspector Pradyuman and witness his command over the team.

Originally consisting of 13 episodes, ranging from 22 to 30 minutes each, the show “CID Squad” is being planned for a global audience. The aim is to produce a universally recognized series that can be broadcast worldwide, with India serving as a significant market. The show will be offered in multiple languages, including Hindi, Tamil, Telugu, Malayalam, and Bangla, to cater to various demographics within India.

Sony Yay! has teamed up with Toonz Media Group, a top-tier animation studio in India, to produce a new show. The post-production work is being done by Telegael, a renowned production company based in Ireland. Meanwhile, Gigi Meroni and Saveiro Rapezzi, talented music creators from around the world, are working on the soundtrack for this exciting project.

Sony Yay!’s strategic blueprint is shaped around their “HUB strategy,” which aims to make the brand a comprehensive hub for animation content. Here, H represents Home to the most popular cartoons, U symbolizes Unlimited possibilities, and B stands for Pushing boundaries. By adopting the mindset of “animation for everyone,” this method has helped Sony Yay! establish itself as one of the key players in Indian children’s entertainment.

As an ardent enthusiast, I’m captivated by the 2025 strategic priorities that are structured around three key aspects: consistently enriching our content collection with renowned characters and universally loved titles; extending our reach beyond television through strategic partnerships, merchandise, and digital platforms; and spearheading India’s animation evolution by emphasizing homegrown intellectual properties and fostering the growth of anime.

Instead of “CID Squad,” Sony Yay! is partnering with Japan for the release of the Japanese anime series “Obocchama-kun” in India. The script remains under the care of the Japanese team to keep Obocchama-kun’s unique appeal, while Indian creators manage animation production to make it relatable and smoothly adapted for local audiences. This method maintains the original humor and narrative style while adjusting cultural aspects to suit Indian viewers’ tastes.

Hooray! I’m thrilled to share that Sony YAY! is working on what Tiwari calls “potentially India’s first anime series” rooted in our rich Indian mythology, codenamed “Project K.” Although he didn’t reveal the specific character yet, Tiwari assured us it won’t be Kalki or Ashwathama. He described the story as an exciting anime tale revolving around a small character who possesses certain powers, eventually undergoing a complete physical transformation. Interestingly, Japanese partners are collaborating to infuse the series with genuine anime storytelling elements. I can hardly wait to see this unique blend of Indian mythology and anime unfold!

These endeavors align with Yay! Animations’ key objectives: developing and co-producing content, particularly featuring the “CID Squad” as our lead series, creating content for various platforms worldwide, and fostering international collaboration. Further projects on the horizon include “Ray,” a series inspired by the tales of renowned filmmaker Satyajit Ray, and “Karna – The Guardian,” a fresh take on the legendary Indian character.

The channel has additionally obtained popular anime series such as “Naruto,” “Naruto Shippuden,” “Jujutsu Kaisen,” “Dr. Stone” and “Black Clover.” Notably, it has been thriving and has seen significant success in the southern regions of India.

Sony Yay! has successfully implemented a versatile revenue strategy that includes advertising collaborations, syndication agreements, and licensing options. The surge in anime popularity has greatly enhanced their services, enabling the brand to earn income through multiple platforms. Moreover, Sony Yay! is bolstering its digital footprint, boasting nine YouTube channels (four Hindi-language show-focused channels and five regional ones) that attract over 150 million viewers and create 1.5 billion impressions monthly.

Tiwari concludes by saying that our interpretation seems to align with the viewpoint of advertisers and licensers – they too believe that now is indeed the perfect moment for anime to appeal to everyone.

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2025-03-12 09:19