SAB whips up patriotism with comedy in new show

‘I Luv My India’ is the latest light hearted comedy show from the SAB TV stable. The channel has spent 5% of the total budget on marketing the show

e4m by Suraj Ramnath
Updated: Feb 8, 2012 8:32 AM
SAB whips up patriotism with comedy in new show

‘I Luv My India’ is the latest light hearted comedy show from the SAB TV stable. The show will go on air from February 20 and will be aired Monday to Friday at 8 pm. The show is replacing ‘Chintu Chinki Aur Ek Badi Si Love Story’. 

Commenting on the marketing of the show, Anooj Kapoor, EVP & Business Head, SAB TV, said, “The marketing campaign for the new show commenced from February 1 with outdoor hoardings. We are carrying out promotions throughout our network channels. We are also doing marketing on the digital platform. We have come up with a contest across social media like Facebook where users are asked: ‘What is your patriotic quotient?’ Overall, we have spent about 5 per cent of our entire budget on marketing of ‘I Luv My India’.”

Everest is handling the creative duties, while Starcom MediaVest has the media mandate.

‘I Luv My India’ revolves around an NRI family headed by Premnath and his wife Deep, who have been residing in London for several years, but are extremely connected to their roots and want their kids and grandkids to follow Indian culture, values and traditions. Despite staying in London for a long time, they yearn to return to India. What happens after they come back to India, the trials and tribulations that they and their family face to adjust to their home country is captured in this show with light hearted comedy mixed in it.

Meanwhile, two shows on SAB TV, ‘Chidiyaghar’ and ‘RK Laxman ki Duniya’, continue to do well. Kapoor shared, “‘Chidiyaghar’ and ‘RK Laxman ki Duniya’ have done well for us with both garnering 2+ and 1+ TVR, respectively. With the reach of 42, getting ratings of 1+ and 2+ TVR is fantastic for us.” However, all is not well with ‘SAB ka Evening Show’, and Kapoor admitted, “Where things went wrong was that we didn’t have enough shows with us for every week. The plan didn’t work out, but we would be coming up with ‘SAB ka Evening Show 2’ after some time with enough shows in hand.”

He further said that the channel was not planning to launch any other new shows till the Indian Premier League 5 tournament was over.

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