School Contact Brings POGO and Cartoon Network to Classrooms
POGO, Cartoon Network Take School Programme to 1,400 Schools Across India
Around one million schoolchildren in India are set to take part in the 19th edition of Warner Bros. Discovery’s School Contact Programme, with POGO and Cartoon Network activities planned across 1,400 schools in 18 cities between August and October.
The programme brings television characters into classrooms through games, short activities, audio-visual content and other interactive sessions. This year’s programme centres on two themes: POGO’s ‘Heroes of Kindness’ and Cartoon Network’s ‘Titans of Tomorrow’.
The initiative is being held in cities including Delhi NCR, Dehradun, Patna, Chandigarh, Kochi, Vijayawada, Vizag, Hyderabad, Indore, Ahmedabad, Kolkata, Kanpur, Lucknow, Chennai and Surat. The supplied programme details state that the overall rollout covers 18 cities, although 15 locations are named in the announcement.
The School Contact Programme has been running for 19 years. Its scale has remained broadly similar in recent editions. In 2025, the 18th edition was planned for more than one million students in about 1,400 schools across 17 cities. The 2024 edition also targeted around one million children in nearly 1,400 schools across 17 cities.
The increase to 18 cities this year therefore represents an expansion in geographical reach, while the planned number of schools and children remains at roughly the same level.
POGO’s Heroes of Kindness focuses on empathy, teamwork and everyday acts of kindness. Cartoon Network’s Titans of Tomorrow is built around creativity, confidence and encouraging children to take an active role in their communities.
The two themes have appeared in earlier editions of the programme in different forms. In 2023, the 16th edition reached more than one million children in nearly 1,400 schools across 16 cities. At that time, Titans of Tomorrow focused on recycling and saving energy, while Heroes of Kindness centred on acts of kindness and community spirit.
In 2025, the programme again used the two brands to address kindness and environmental responsibility. This year’s themes put greater emphasis on personal qualities such as confidence, creativity and empathy.
Each school session is planned to last about 40 minutes. Children take part in games, character-based activities, audio-visual material and challenges featuring characters associated with the two networks.
The characters named for the 2026 programme include Chhota Bheem, Little Singham, Sampat Champat, Omi, Teen Titans, Kian & Kiki and Ben 10, along with others.
The programme comes at a time when children in India have access to content through television, smartphones, streaming services and connected televisions. The wider Indian video market has expanded sharply in recent years. An Ormax Media study cited by IBEF estimated India’s OTT audience at 601.2 million in 2025, equal to 41.1% of the population. The same report estimated 129.2 million active connected-TV users.
For children’s television brands, this means their relationship with young viewers is no longer limited to a television channel. School programmes give broadcasters a direct way to meet children in a classroom setting, while also bringing familiar characters into activities outside regular viewing.
Warner Bros. Discovery’s Janhavi Vyas, Head of Marketing, South Asia, said:
“At Warner Bros. Discovery, we believe the strongest connections are built when children experience our characters on screen and beyond, and our School Contact Programme is a key pillar of how we bring POGO and Cartoon Network to life for young audiences. By engaging 1 million kids through our beloved and new characters, we are deepening our connection with the next generation while instilling values of kindness, teamwork, creativity and confidence. This programme reflects our larger marketing vision of building lasting brand affinity by meeting children where they are, both on screen and off it.”
The programme also has a commercial side. Several consumer brands are supporting the 2026 activities as sponsors.
POGO’s Heroes of Kindness is presented by YiPPee! Noodles and co-powered by Act II Popcorn, Parle Candy Culture and Arun Ice Creams. Santoor Hand Wash and Ziggy Donut Cake are associate sponsors.
Cartoon Network’s Titans of Tomorrow is presented by Britannia Cakes, with Dettol and Candyman as co-powered brands and Bauli Moonfils as snack partner.
Tanaz Mehta, Head of Advertising Revenues, South Asia, Warner Bros. Discovery, said:
“WBD’s School Contact Programme has become one of our most meaningful initiatives, allowing us to engage with children beyond the television screen in a fun, interactive and purposeful way. This year, through POGO’s Heroes of Kindness and Cartoon Network’s Titans of Tomorrow, we are encouraging values that help children grow into empathetic, confident and creative individuals. At the same time, the programme continues to provide our advertising partners with an unmatched opportunity to connect with our fans and families through experiences that leave a lasting impact.”
Warner Bros. Discovery operates several children’s brands in India, including Cartoon Network, POGO and Discovery Kids. Its Indian children’s portfolio includes local productions such as Chhota Bheem and Little Singham, alongside international programmes such as Ben 10, Teen Titans Go!, Dragon Ball and Tom and Jerry.
POGO was launched in India in 2004 and has carried both Indian and international children’s programming. Warner Bros. Discovery describes it as a South Asian children’s entertainment network with animated and live-action programmes.
Cartoon Network has also built a long-standing presence among Indian children through locally adapted programming and global animated properties. The company has previously used school-based activities to take characters and educational messages outside the television screen.
The 2026 School Contact Programme continues that approach. Over the next few months, classrooms in the participating cities will host sessions built around kindness, teamwork, creativity and confidence, with familiar television characters serving as the link between the entertainment brands and the school activities.
