Following a multi-agency pitch, SAB, India’s leading family comedy entertainment channel, has awarded its creative duties to Saints & Warriors (SAW). There were 15 creative agencies that had participated in the pitch process. Five of these were then shortlisted for the second round.
Pickle, that was associated with SAB for the past two and a half years, was the incumbent agency. OMD India continues to be media agency for SAB.
Anooj Kapoor, Executive VP & Business Head, SAB, said, “We evaluated the agencies on their understanding of our brand and ability to take the brand forward. Saints & Warriors with a robust 360 creative approach seemed an ideal fit for this exciting journey from here on.”
Pushpinder Singh, Chairman, Saints and Warriors, added, "SAB holds exciting creative possibilities and, as an organisation that progresses on quality of work, nothing excites us more than that."
SAB with its light hearted content and its brand philosophy of ‘Asli Mazaa Sab Ke Saath Aata Hai’ has seen a phenomenal growth of 500 per cent in its ratings and revenues in the last two years. The SAB philosophy seems to be catching fast across the Hindi speaking markets. Audiences are converting to SAB and staying hooked with a high degree of loyalty. The future from here for SAB looks very exciting.