Sony YAY!, soon to be launched Kids’ Entertainment Channel from Sony Pictures Network, has roped in the country’s newest heartthrob Tiger Shroff as the brand ambassador and face of the channel. This would be the debut television association of the young star whose popularity amongst children is today unbounded.

Confirming the news, Ms Leena Lele Dutta, Business Head, SPN Kids Genre says, “We are excited to have Tiger Shroff as Sony YAY!’s brand ambassador. Kids, across the country, relate to him and consider Tiger as their icon. Given his affinity with kids, we could not have found a better representative for our channel”.

Sony YAY! will be launched soon.