SABGROUP’s digital initiative, Happii-Fi, has set the pace to become a front-runner in the original digital content game. The channel went live with four new content pieces with a mix of digital videos in a span of one week starting 23rdJanuary 2017, and set a new benchmark by achieving a whopping 3 million plus views and over 1 lakh organic subscribers in less than two weeks of the release of the first web episode.
The channel has started a new trend in the digital content space with its light-hearted mix of content, which is beyond the obvious web series and web episodes catering to a variety of audiences across demographics. Having come up with unique concepts like ‘Bro-Court’, a take on the life of engineering college students and their issues that are solved by ‘BRO’ played by YouTube sensation Bhuvan Bam (BB Ki Vine);Janhit Mein Jaari, a show that talks about global current affairs giving it a humorous touch; Rat Race, an animated series revolving around rat friends working in a call center called Rat Race Teleservices; and PeepalKaPedh Party, an alternate take on the UP state elections lead played by Bhojpuri superstar Dinesh LalYadav (Nirahua) whose fate takes an unusual twist when he is selected as the face of the new party ‘PeepalKaPedh Party’ floated by a corrupt, out-of-power minister. Happii-Fi has shown rapid progression and further promises an upward trend in the coming weeks, with more and innovative concepts in the pipeline loaded with laughter and humor.
With the digital audience in India growing rapidly, SABGROUP also plans to aggressively expand Happii-Fi by coming up with comedy content in multiple genres like talk shows, web series, music, informative shows and more. In addition to that, the channel will also be releasing humorous music videos touching upon youth trends.
Elaborating on this, ManavDhanda, Group CEO, SABGROUP, said, “Many broadcasters are usually tempted to pump in money to get the targeted views and subscriptions, but we are glad that the content created by our in-house team could grab the audience’s attention and organically grow the subscriptions to over 1 lakh with over 3 million views in less than two weeks. Since the beginning, the objective of Happii-Fi has been not only to entertain but give the youth of the country a mix of content that they have not seen in India before and with this, new and future content promises to keep the entertainment quotient up and running high, helping Happii-Fi breakthrough the current digital clutter creating a market for itself in the digital world. We would also like to thank our partner, One Digital, an MCN for optimizing the channel and helping Happii-Fi carve its identity.”