SAB TV reinforces ‘Mazaa’ quotient with new brand campaign

SAB TV reinforces ‘Mazaa’ quotient with new brand campaign

Author | exchange4media News Service | Tuesday, Jul 12,2011 8:27 AM

SAB TV reinforces ‘Mazaa’ quotient with new brand campaign

SAB TV has rolled out a new brand campaign to further reinforce its positioning as a family comedy entertainment channel and its brand promise of ‘Asli Mazaa Sab Ke Saath Aata Hai’.

The new brand campaign revolves around the theme ‘Jab Sab ho Saath toh ban jaaye baat’, underlining Asli Mazaa Sab Ke Saath Aata hai.

Commenting on the new campaign, NP Singh, COO, MSM Network, said, “SAB TV is reinforcing its unique positioning with yet another brand campaign. I expect the new campaign to help the channel grow its loyal viewer base manifolds.”

Anooj Kapoor, Executive VP & Business Head, SAB TV, added here, “We have strengthened our bond with the viewers by offering them lighthearted entertainment that appeals to the entire family. Our brand campaign reiterates our promise of ‘Asli Mazaa Sab Ke Saath Aata Hai’ and will surely add to the growing base of SAB families.”

The TVC features a crying baby who, despite numerous efforts by the family members, cannot be put to sleep. In the late hours of the night every member of the family right from the mother to mother-in-law to the sister and brother-in-law is taking turns to sing the baby a lullaby, a popular Hindi film song ‘Lala lala lori’ in their own rendition. But the baby ends up crying more and the family members wonder what to do to put the child to sleep.

The film has been directed by well-known ad film-maker Vijay Maurya. The campaign has been launched simultaneously across leading TV channels, multiplexes, print and digital medium to deliver the communication amongst the family audience.

SAB TV is part of the network of television channels owned by Multi Screen Media. Its programming mix includes ‘Ammaji Ki Galli’, ‘Papad Pol’, ‘Taarak Mehta Ka Ooltah Chasmah’, ‘Sajan Re Jhoot Mat Bolo’, ‘Lapataganj’,’ FIR’, ‘Gutur Gu’, ‘Happy Housewives Club’, besides classic films on weekends.

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