There's a lot happening at Sri Adhikari Brothers Group's front. Last month, it successfully listed two more entities – TV Vision Ltd and SAB events & Governance Now Media Ltd on both the exchanges, thus becoming a Rs 2000 crore group. It is now undergoing a rebranding exercise that includes launching an identity that will encapsulate all three entities as one. Created in-house, the new SAB Group corporate logo has new colours (purple and green) and will come in effect this Dussehra. It is also planning to launch a mainstream Hindi GEC called Happii (which will be comic) and a channel for north-east called Se7en. Manav Dhanda, Group CEO, SAB Group gives us more insight on the rebranding and shares his plan for the future…
What was the need for rebranding?
Sri Adhikari Brothers was amongst the first listed company in media sector. We took the company through merger-demerger process. Two companies got listed TV Vision Ltd and SAB events & Governance Now Media Ltd. (In total, we are three listed companies on the stock market). Each one of us has focussed opportunities that we are driving. These three companies are three different entities on the stock market and the objective is to give a singular identity to three of them as one, thus carrying forward the vibrant, contemporary and youthful image of the Group companies as we embrace the new era.
So now we needed an identity which collectively refers to all of us as a whole. We have also taken the opportunity to rebrand our channels and synergise them with the SAB group imagery.
When will it come into effect?
The rebranding on channels will come into effect on Dussehra. It has a very contemporary and young look; bright and colourful. Even the visual icon of the other two companies TV Vision Ltd and SAB Events & Governance Now Media Ltd have been redefined and synergised as a whole.
Did you conduct any research before rebranding? What were the insights?
Our core agenda was to appeal and connect with the youth. Our vision is looking at the next decade. It’s a very transforming decade. It will redefine media altogether of how it’s going ahead. We hired an agency and tried to understand what the new language of youth is. We got to understand new look and the feel that the youth relates with. Today’s youth also correlates locally, regionally and globally at the same level. We got some wonderful insights of the rapidly evolving youth of this country. Various looks were market tested.
With the rebranding are you planning to reach out to more advertisers?
Our channels are doing extremely well. We are leading in all our categories. It’s about getting the right kind of advertisers and getting more value for them. That’s the continuous focus for us, rebranding or not.
Advertisers are the core of the business. There comes a time once in a while when the company redefines itself for embracing of what’s coming ahead. Not all decisions are commercial and target driven always. This is one of them. It’s got the values that it promises to bring to all our shareholders, stakeholders, internal employees, consumers and customers.
How are you taking the rebranding to digital?
We will take it to digital through our Happii Fi opportunity. So a lot of things will unveil very soon.
With the rebranding whom are you targeting?
Youth between 15 and 35 is the core TG at all times. Lot of our channels and few of our business opportunities are focussing on this space. Having said that we don't undervalue the opportunity that rests with non-core TG. We cannot forget the importance of those viewers who have been with the brand for last 20 years.
As a channel, we are mass. Even in the regional space, it’s mass. But I would like to iterate that the mass is aspirational and upmarket. Mass is misconstrued to be not cool. On the contrary mass is upwardly mobile and youthful. Look at Dhoni and Kohli which are mass brands. They wouldn’t be there if the mass didn’t go after them.
What are the channels you are planning to launch?
Our mainstream Hindi GEC is due in December called Happii, a comedy. We are launching a channel for the north-east called Se7en. There are a couple of regional channels scheduled for the subsequent year.