SAB TV gives housewives a platform via the 'Happy Housewives Club'

By Surina Sayal , afaqs!, Mumbai | In Advertising
Last updated : September 21, 2010
The channel has extended its brand promise on-ground through the aspirational platform, 'Happy Housewives Club' across 20 cities, where housewives can exhibit their skills and talent

The family comedy and entertainment channel, SAB TV has launched a unique initiative -- an exclusive club for housewives across the country, a group that forms a significant proportion of the TV channel's target audience. It will be an initiative for the housewives, by the housewives, to engage them with the brand - thereby extending the brand platform and brand promise of 'Asli mazaa Sab ke saath aata hai'.

The 'Happy Housewives Club' (HHC), as it is called, is an aspirational platform for housewives, where women from across the country would get an opportunity to exhibit their skills, such as cookery, art, pottery, music, dance or painting. They could even take up a social cause, celebrate a festival or simply go for a movie or picnic. The club is being rolled out in 20-25 cities in the Hindi speaking markets (HSM) in the country.

On-air promotions have been running on SAB TV and are attracting a good response. The promo shows housewives cheerfully going about their daily activities, such as watering plants, giving their family breakfast, hanging clothes out to dry, and so on. The promo ends with all these women coming together to meet and chat. (Click here to see promo:

To join the HHC, interested housewives can log on to and download the form; or call on 022 40369669, after which registration kits and forms will be sent to them.

On receiving duly completed forms, SAB TV's team would send these housewives their membership cards, welcome kits and other details. The channel claims to have already received over 10,000 registrations. Interestingly, there is no joining fee involved.

Each club will have five to eight members. In the first phase, 20 cities will be targeted; SAB TV aims to have 2,000 such clubs across India by the end of the year.

SAB TV will assign an HHC manager to each club, who will take care of its day-to-day running. The manager will coordinate the first meeting and provide information on how to conduct activities and run the club. The members will meet once every 14 days.

In every club meeting, members will be given themes by SAB TV. To participate, the club members need to perform the activity according to the theme, record interesting sections and send this across to SAB TV. The selected clips will be played in the HHC show, which will be aired on SAB TV every Sunday.

Discussing the new platform, Anooj Kapoor, executive VP and business head, SAB, tells afaqs!, "This initiative was planned, as India consists of a large number of housewives, who constitute a major part of TV viewing audiences. TV is their only source of entertainment and favourite pastime. In order to engage and create a bond with the women viewers, we introduced the Happy Housewives Club."

This comes close on the heels of the success of SAB TV's other consumer connect programme, SAB Ka Mela, a fun and entertainment fair organised in cities such as Ahmedabad.

Kapoor adds, "Through HHC, we hope to win over and create a bond with the women audience among the growing base of SAB families." This initiative will extend the core values of SAB, such as positive thinking, driving core family positive values and being happy and optimistic.

However, the promo only depicts young, married women; could that lead audiences to think that older women wouldn't be welcome? "India is one of the youngest countries in the world, and a majority of the TV viewing female audience would fall into the bracket of 15-35 years. Though there is no upper age limit for joining the club, you need to be 18 years and above, married and a housewife to become a member," clarifies Kapoor.

He points out that these clubs are unlike regular kitty parties, as they will help housewives showcase their talents to millions of viewers across the country through SAB TV.

Besides metros such as Mumbai, Delhi and Gurgaon and Kolkata, these clubs are being formed in mini metros and smaller towns too. This includes Pune, Ahmedabad, Lucknow, Nasik, Indore, Nagpur, Kanpur, Jaipur, Panchkula, Baroda, Rajkot, Surat, Bhopal, Kota, Agra, Chandigarh, Faridabad, Ghaziabad, Meerut and Jodhpur.

First Published : September 21, 2010
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