SAB is on the hunt again. The comedy channel that has grown exponentially in the last year, has called for a creative pitch. The process is to begin immediately. At present, the creative mandate for the channel is being handled by Pickle, which has been its partner for the last two and a half years.
Prior to Pickle, SAB was handled by Leo Burnett India.
SAB officials were not available for comments, but according to industry sources, the objective of the pitch is to look for a creative partner that can bring a fresh perspective and newer ideas to the brand to support it in its growth phase.
OMD India continues to be the media AOR for all Multi Screen Media (MSM) channels.
SAB was launched on April 23, 2000 by Sri Adhikari Brothers as a comedy-based general entertainment channel and was later sold to MSM. After a few repositionings, SAB once again donned the comedy avatar and is now one of the few examples of a successful second general entertainment channel from the same network.