Popular anime show Jujutsu Kaisen started airing on Sony YAY! from April 7, 2025, marking its Indian TV debut. In an exclusive conversation with Animehunch, Ronojoy Chakraborty, Head of Programming at Sony YAY!, talked about the thought process behind the acquisition.
While Sony YAY! aimed to build upon the considerable success and viewership of the Naruto franchise, the acquisition of Jujutsu Kaisen was a part of their goal to be a multi-generational entertainment brand.
Sony YAY! wanted to diversify and expand its current anime portfolio. Recognizing Jujutsu Kaisen‘s significant global standing as a cultural phenomenon, the channel identified the title as a key asset in extending its offerings.
Naruto and Naruto Shippuden’s success revealed the substantial potential for anime in India beyond the traditional children’s demographic.
“We are targeting teens and tweens and a little older audiences because we want[Sony YAY!] to be this multi-generational entertainment brand. That is the reason for which we have launched Jujutsu Kaisen,” Ronojoy said.
And to make sure that the anime, which has comparatively darker themes, appealed to both a broader audience and to Sony YAY!’s core audience, thoughtful dubbing in Hindi and other regional language versions were done.
Recognizing the depth of Japanese cultural references, particularly around shamanism and supernatural elements, the dubbing team took extra care to ensure cultural sensitivity and accessibility.
Ronojoy emphasized that a delicate balance was required when it came to localizing Jujutsu Kaisen – authentic enough to preserve the original storytelling, but also adapting dialogues and concepts to be relatable and understandable to the Indian audience.
He revealed that certain content adjustments were also made in line with the channel’s standards and practices to maintain appropriateness for broadcast.
“We try to be as authentic as possible, yet we try to be accessible to the audiences. It’s a very thin line. There’s a very fine balance, which we need to do,” Ronojoy said. “And that’s why we have to edit out a few parts which do not fall under our guidelines. But at the same time, we want to maintain that viewing experience.”
Additionally, in order to support the launch and build Jujutsu Kaisen’s brand, Sony YAY! has invested in multi-platform marketing efforts.
Initial activities included outdoor promotions, public relations campaigns, and cinema advertising. Further promotional activities, particularly on digital platforms, are planned to sustain engagement over the coming months.
Now, Naruto’s success on Sony YAY! was due to multiple factors that went beyond broadcasting alone.
Its success was amplified through a robust licensing and merchandising (L&M) program, where Sony YAY! operated as the first master licensee for Naruto merchandise in India. This involved over 20 brand partnerships, the creation of more than 200 product designs, and distribution across over 750 retail touchpoints.
This integrated approach will serve as a blueprint for Jujutsu Kaisen too. Plans for JJK‘s L&M are actively being pursued, though Ronojoy acknowledged the need for negotiations and navigating potential obstacles.
