Turning individual devotion into a collective voice - literally.
Services
Social Media Management
Influencer Marketing
Content Creation
Client
WBD Kids - Pogo
Sector
Media & Entertainment
Question
How did POGO bring the collective spirit of Rath Yatra alive for kids and families in the digital world?
Answer
By turning individual devotion into one collective chant, POGO transformed Rath Yatra from passive viewing into a shared digital celebration for kids and families.
POGO is one of India’s most iconic kids’ entertainment channels, under Warner Bros. Discovery. Over the years, it evolved from airing international cartoons and live-action shows to becoming a powerhouse for Indian animated storytelling.
POGO has long been the home of India's desi superheroes, creating culturally rooted characters kids grow up with. From Little Singham to Chhota Bheem and Jay Jagannath, POGO's storytelling blends entertainment with Indian culture and mythology.
But when it comes to festivals like Rath Yatra, kids often experience them only as grand spectacles, not stories they actively connect with or help create. With Jay Jagannath, POGO saw an opportunity to change that.
The campaign delivered something beyond the numbers, something rarer: A feeling
Hundreds of families across India chanted together - not in a temple, not in a crowd, but in a digital space a brand helped build. A centuries-old festival chant, rebuilt for a new generation - not by POGO alone, but by the community itself.
The "Jay Jagannath" community chant
Kids and families were invited to send voice notes chanting "Jay Jagannath" on Instagram. These were stitched together with show content, turning hundreds of individual voices into a single, powerful collective chant, a digital expression of shared faith, co-created by the community itself. This was a category-first voice-led UGC activation in kids' entertainment.
Kids influencer participation
Kid influencers performed Jagannath shloka recitations encouraging participation, lending authenticity, modeling what joining looked like, and inspiring more fans to add their voices to the growing chorus.
10M+
Views
6M+
Reach
1M+
Engagement
18.9%
Engagement Rate
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