afaqs!

Getting more SABconscious

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | August 19, 2009
SAB is back with a new campaign

SAB is back with the next phase of its brand campaign, 'Asli Mazaa SAB ka Saath Aata Hai'. To reinforce its positioning, the family comedy entertainment channel has launched a brand campaign, similar to the one last time, along with a radio property.

Last year, SAB followed the campaign with new launches, Bhootwala Serial and Gunwaale Dulhaniya Le Jaayenge. Anooj Kapoor, business head, SAB claims that the channel grew by 200 per cent during the year.

& #BANNER1 & #

Last year, SAB's TV commercial of "Asli Mazaa SAB ka Saath Aata Hai" spread the message of family viewing. The campaign was extended to radio with rhyming words such as 'rab', 'tub', 'pub' and 'jab'.

This time, it has moved beyond just radio ads and created a radio property, 'SAB Ke Damaad' (click here to hear it) with Radio Mirchi and Fever. It is an anecdotal series on a character with a funny take on family situations. These will be aired as capsules throughout the day on the FM stations.

"The campaign is based on a simple consumer insight and all aspects of brand name, brand promise, product promise and the channel strategy are woven into it. 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," Kapoor says.

The campaign will also include TV, film, radio spots and some animated films. The channel has also tied up with multiplexes and shopping malls, whereby SAB has implemented menu branding and has placed cut outs across PVR and Big Cinemas' outlets. At Big Bazaar outlets, standees have been placed and trial rooms branded with the brand message.

"We want to occupy a unique place with our differentiated programming and fulfill the promise of offering good quality family entertainment," Kapoor states.