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Aladdin’s grand sets, superior production will set new standards: Business Head, Sony SAB

14-August-2018
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Aladdin’s grand sets, superior production will set new standards: Business Head, Sony SAB

Sony SAB is all set for the launch of its new property ‘Aladdin: Naam Toh Suna Hoga’. The show will premiere on August 21 at 9pm and will be aired from Monday to Friday. Produced by Peninsula Pictures, ‘Aladdin: Naam Toh Suna Hoga’ retells the popular folktale of 20-year-old boy Aladdin in a new avatar fusing it with action-packed sequences.

Neeraj Vyas, Business Head, Sony SAB, PAL, Hindi Movies and Music, promises that the show will be a “complete departure” from other prime time shows.

“It makes for an interesting family entertainer. We believe in putting our money where our mouth is. It’s one of our best products in a long time so it should be given a slot it deserves. Aimed at setting new standards of television programming, the show will entertain viewers with its grand sets, storytelling with a contemporary twist and superior production quality. I am confident that Aladdin will soon develop a loyal fan following for SAB,” says Vyas.

Vyas shares that on the investment front, the show has been made at one-fourth the cost of any large-scale weekend reality property featuring actors.

“We have made good use of the money. Unlike so many TV productions, where the process from the moment you green-light to execution takes not more than three months, we started work six months earlier. Both pre and post production is important in this case,” he says.

The show has roped in tea brand Wagh Bakri, Flamingo heat belt and Sun Pride sunflower oil, amongst others, as sponsors.

When it comes to marketing, the promos of the show are already out.
“The show is beyond the usual genie and magic carpet. It’s a lot about emotions, a boy’s journey and how he redeems the honour of his father for the love of his mother. That’s the core of the communication,” explains Vyas.

Though the marketing budget is more TV and print-heavy, Vyas promises “interesting” things on digital media as well. “It will unfold in the next 48 hours. We have done interesting campaigns on Facebook pages across the entire network of SPN,” he says.

Meanwhile, it’s been more than a year since the channel was rebranded. “We lived up to our promise of being more engaging and entertaining whether it’s ‘Tenali’ or the recently launched ‘Super Sisters’ or anything else. We have broadened our offering beyond sitcoms. We have gone beyond the word ‘comedy’ which can be limiting. Our aspiration is to dive into the world of happiness,” he adds.

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