Continuing with its ‘Asli Mazaa Sab Ke Saath Aata Hai’ campaign, SAB has embarked on a new brand campaign. Last year, SAB through this campaign had promised its viewers, light-hearted shows that would bring the entire family together. And the year saw a spate of new comedy shows being launched on the channel.
SAB has come up with a new TVC to support its latest brand communication efforts. The TVC is slated to break on air on September 2, 2009. The campaign has been initiated by Rahul Juahari, NCD, Pickle Advertising, and has been directed by Rahul Mishra, who is leading the SAB team.
Commenting on the campaign, Anooj Kapoor, Business Head, SAB, said, “The ‘Asli Mazaa SAB ke saath aata hai’ campaign is a one of its kind campaign, where the brand name, brand promise, product promise and the channel strategy are all woven into one simple consumer insight. In the new version of the campaign, we will reinforce the message with a mix of humour and emotion. Even the brand communication will spread a smile, that’s our promise. We are confident of adding more and more families to our growing SAB family.”
He further said, “The brief that we gave to Pickle Advertising was how to take ‘Asli Mazaa SAB ke saath aata hai’ to the next level. We want to position SAB as a fine comedy channel.”
The latest TVC depicts the realities of today’s life. Though every individual in the family is busy with their own lives, they get together every evening to watch SAB TV and spend some quality time together.
Kapoor added, “The campaign will include a TVC, radio spots and some animated films for TV. As part of the campaign, SAB has also started ‘Sab ke dammad ji’, a radio property, which is aired every day across Hindi speaking markets. The eight spots are being aired across Fever FM Radio Mirchi. The TVC will air on channels like India TV, Zee Cinemas, Star Gold, Filmy, Cartoon Network and also during the India-Sri Lanka-New Zealand Tri-Series on Ten Sports and regional PTV Network.”
“We will be running our OOH ads in Live Media, and DSN and will be putting up hoardings on buses in Mumbai. We will be using backlits and cinema slides at Fame Cinemas across India. Besides, we will be also using print ads in women’s magazines,” Kapoor said, giving details of the media platforms being used for the new campaign.