Sony Entertainment Television has decided to re-launch SAB once again. The Network believes that with the ICC World Cup programming and the numbers thereof, SAB has managed enough sampling to be relaunched in a new avatar from April 30. In this avatar, the channel plans to offer Indian entertainment that is innovative, aspirational and optimistic, and hence New Age.
In addition to the new seasons of its flagship shows like ‘Left Right Left’, ‘Mohalla Mohabbat Wala’, ‘FIR’ and ‘Yes Boss’, the channel has added two new shows in line with its new brand campaign.
SAB will launch ‘Love Story’ and ‘4’. The brand campaign for the channel is titled ‘Budda Hoga Tera Baap’ and ‘Mera Bharat Jawaan’. Leo Burnett has created this campaign. The campaign ‘Budda Hoga Tera Baap’ has had an outdoor and an on-air release. All these initiatives were devised to pave the way for the re-entry of the channel on April 30. The show hasn’t been scheduled yet but will be telecast on the prime time block.
Vikas Bahl, Senior VP and Business Head, SAB, said, “We embarked on the journey of going young for six months now. That’s where shows like ‘Left Right Left’, ‘Mohalla Mohabbat Wala’ and ‘FIR’ stand, and we have completely revamped ‘Yes Boss’. But we wanted to travel the journey a bit further and get our programming in place before we claimed this positioning.”
Explaining the campaign’s further, Bahl informed that 60 per cent of India is considered young today and this percentage has such an impact that even the balance believes that they are young. He added, “It emerges from a very strong insight that we are all mentally the youngest nation today and that’s what we have tried to capitalise on in our campaign. So we are talking to the young progressive Indian minds at large.”
Talking about the marketing challenges, Bahl said, “The first challenge really was the tight marketing budgets. We are a very young channel in the GEC sector, so we have always had to make a very big impact with very little money.”
The promotions have been widely carried out through outdoor hoardings and on-air releases. Currently, there are 13 hoardings in Mumbai. But Bahl confirmed that given the relaunch, the channel would soon be taking a 360-degree approach.