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SAB repositions itself as family comedy channel; launches new brand campaign

01-October-2008
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SAB repositions itself as family comedy channel; launches new brand campaign

SAB TV, a part of Sony Entertainment Television (SET), has repositioned itself as a complete family comedy channel. SAB has also launched a 360-degree campaign on the theme ‘Asli Mazaa Sab ke Saath Aata Hai’. Pickle Advertising is handling the creative duties while Mediacom is the media agency on the account.

The channel has recently launched a slew of comedy-based serials such as ‘Lo ho gayi Pooja iss ghar ki’, ‘Taarak Mehta ka ooltah chasmah’, ‘Mein kab saas banoongi’, and ‘Jugni Chali Jalandhar’. All four serials are being aired in the 8 pm to 10 pm slot, Monday to Thursday.

SAB’s ad campaign will be launched across various media platforms, including television, radio, outdoor, and online, and would target key Hindi speaking markets markets nationally. Initially, the TVC would be aired only on SAB TV starting September 30. The TVC on other channels and the other broader mediums like radio, outdoor and online advertisements would be unveiled beginning Monday, October 6.

The channel has not embarked on any associations to promote the campaign so far, however, they are looking for radio partners, multiplexes and web partners as well. SAB also claims to ensure clean, healthy and light hearted entertainment for the entire family.

Anooj Kapoor, Business Head, SAB, said, “SAB has grown as an entertainment channel in the past few months. These family comedies or comedy soaps are targeted at the entire family so that all can sit together and enjoy the programmes.”

Rahul Jauhari, Creative Head, Pickle Advertising, said, “SAB briefed us on a very simple thought that dwells deep in the mindset of everyone. Through this campaign, we are reinforcing this thought in the viewers’ minds.”

SAB is part of the network of television channels owned by Multi Screen Media in India, the other channels being Sony, Set Max and Sony Pix.

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