SAB TV ups the humour quotient with its new brand campaign

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | September 02, 2009
The campaign comes in the wake of new programming initiatives, such as Jijaji, Sonu Sweety and Yeh Chanda Kanoon Hai

The family comedy channel, SAB TV is busy raising laughs with the launch of the second phase of its brand campaign, Asli Maza SAB Ke Saath Aata Hai.

The new campaign comes in the wake of the recently launched radio property, SAB Ke Damaad on Fever FM and Radio Mirchi. The property is aimed at spreading the word about SAB's newly launched show, Jijaji.

& #BANNER1 & #Sharing details about the new brand campaign, Anooj Kapoor, business head, SAB TV, says, "It was in September last year that we positioned ourselves as a comedy channel. The accompanying brand campaign centred on the communication, 'Asli Maza SAB Ke Saath Aata Hai'. Now, we are taking the same communication to the next level with the second phase of the campaign."

Kapoor points out that the new campaign reinforces the core brand message of SAB TV offering 'asli maza' in a new way. The TVC, with a mix of emotion and humour, takes viewers through a day in the life of an Indian family.

The film for the brand campaign has been produced in-house. However, the script for the TVC has been done by Pickle Advertising.

The new communication is based on the consumer insight that all of us look forward to spending more time with our loved ones, but due to our busy schedules, we fail to do so. It underlines the fact that the best family moments only come with SAB TV, since the channel's shows are enthusiastically watched by the entire family.

Kapoor informs that a year back, SAB was at the bottom of the GEC (general entertainment channel) pile. In the last 12 months or so, the channel has grown by 200 per cent, beating the likes of 9X, Sahara One and STAR One on its way up. All this has been possible due to the channel's differentiated promise and content.

As per TAM data for Week 33 and Week 34, SAB TV recorded GRPs of 66 and 69, respectively, in comparison to 27 GRPs that it garnered about a year back.

The channel is eyeing presence across movie, news, regional and kids genres to deliver the communication amongst the family audience. To spread the word about the campaign, it has come on-board as the associate sponsor for the property, Straight Drive, during the upcoming one-day series between India, Sri Lanka and New Zealand.

Leading women's magazines, such as Femina, Grihshobha and Grihlakshmi are also being used to add more females to the growing SAB TV audience. SAB TV will also leverage its network strength to reach out to its audience.

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