In style anime present Jujutsu Kaisen began airing on Sony YAY! from April 7, 2025, marking its Indian TV debut. In an unique dialog with Animehunch, Ronojoy Chakraborty, Head of Programming at Sony YAY!, talked concerning the thought course of behind the acquisition.
Whereas Sony YAY! aimed to construct upon the appreciable success and viewership of the Naruto franchise, the acquisition of Jujutsu Kaisen was part of their purpose to be a multi-generational leisure model.
Sony YAY! wished to diversify and increase its present anime portfolio. Recognizing Jujutsu Kaisen‘s important world standing as a cultural phenomenon, the channel recognized the title as a key asset in extending its choices.
Naruto and Naruto Shippuden’s success revealed the substantial potential for anime in India past the normal youngsters’s demographic.
And regardless of the channel’s core viewers remaining youngsters aged 4-14, Ronojoy revealed that with Jujutsu Kaisen, which is formally rated 12+, Sony YAY! Is focusing on an older phase – teenagers, tweens, and younger adults.
“We’re focusing on teenagers and tweens and a little bit older audiences as a result of we wish[Sony YAY!] to be this multi-generational leisure model. That’s the reason for which we’ve launched Jujutsu Kaisen,” Ronojoy stated.
And to make it possible for the anime, which has comparatively darker themes, appealed to each a broader viewers and to Sony YAY!’s core viewers, considerate dubbing in Hindi and different regional language variations have been carried out.
Recognizing the depth of Japanese cultural references, notably round shamanism and supernatural components, the dubbing crew took further care to make sure cultural sensitivity and accessibility.
Ronojoy emphasised {that a} delicate steadiness was required when it got here to localizing Jujutsu Kaisen – genuine sufficient to protect the unique storytelling, but additionally adapting dialogues and ideas to be relatable and comprehensible to the Indian viewers.
He revealed that sure content material changes have been additionally made in keeping with the channel’s requirements and practices to take care of appropriateness for broadcast.
“We attempt to be as genuine as attainable, but we attempt to be accessible to the audiences. It’s a really skinny line. There’s a really fantastic steadiness, which we have to do,” Ronojoy stated. “And that’s why we’ve to edit out a couple of components which don’t fall below our tips. However on the identical time, we wish to keep that viewing expertise.”
Moreover, in an effort to assist the launch and construct Jujutsu Kaisen’s model, Sony YAY! has invested in multi-platform advertising efforts.
Preliminary actions included out of doors promotions, public relations campaigns, and cinema promoting. Additional promotional actions, notably on digital platforms, are deliberate to maintain engagement over the approaching months.
Now, Naruto’s success on Sony YAY! was attributable to a number of elements that went past broadcasting alone.
Its success was amplified by means of a sturdy licensing and merchandising (L&M) program, the place Sony YAY! operated as the primary grasp licensee for Naruto merchandise in India. This concerned over 20 model partnerships, the creation of greater than 200 product designs, and distribution throughout over 750 retail touchpoints.
This built-in strategy will function a blueprint for Jujutsu Kaisen too. Plans for JJK‘s L&M are actively being pursued, although Ronojoy acknowledged the necessity for negotiations and navigating potential obstacles.
