Turning individual devotion into a collective voice - literally.

POGO Jagannath cartoon character festival hero image by Ting

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.

POGO Rath Yatra digital movement campaign banner by Ting

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.

POGO Rath Yatra Jay Jagannath voice note contest post by Ting

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.

POGO cartoon characters kids UGC Rath Yatra collage by Ting

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.

Devotion of millions in one voice, one chant

10M+

Views

6M+

Reach

1M+

Engagement

18.9%

Engagement Rate

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