SAB TV, the Hindi general entertainment channel, has launched the fourth phase of its brand campaign 'Asli Mazaa SAB Ke Saath Aata Hai '. The new campaign is an extension of its brand campaign and is based on the theme 'Zindagi Ka Matlab Toh Apno Se Naata Hai, Asli Mazaa SAB Ke Saath Aata Hai'.
The channel first launched its brand campaign in September 2008, with the promise to present light-hearted comedy shows. In 2009, the channel launched the second phase of the campaign, which promoted its new programmes, such as Jijaji, Sonu Sweety and Yeh Chanda Kanoon Hai.
Speaking on the campaign, Anooj Kapoor, executive vice-president and business head, SAB TV, says, "We offer light-hearted content, which appeals to the entire family audience. In the new version of the campaign we will reinforce the message with a mix of humour and emotion. We are confident that through this campaign, we will add more and more families to our growing SAB family."
While a television commercial (TVC) is currently on air, the channel will also be launching an out-of-home campaign in addition to a radio campaign across the country. The channel has recently assigned its creative duties to Saints & Warriors, but the current TVC has been conceptualised by Pickle Lintas, its previous agency.
According to Kapoor, the creative work has now shifted to the new agency and it will take about ten days for the agency to roll out its work.
Shot in Panchgani, the TVC tells the story of a prospective bride and groom meeting each other for the first time, alongwith their respective families. As they don't get the chance to talk to each other, the boy asks the girl's family if she has accepted the proposal resulting in much laughter.
The TVC showcases the fact that families have understood and accepted the SAB brand promise and enjoy spending life's moments together - 'Zindagi Ka Matlab Toh Apno Se Naata Hai, Asli Mazaa SAB Ke Saath Aata Hai.'
As part of its strategy, the channel has launched the brand campaign couple of weeks before the fourth season of the Indian Premier League, in an effort to create a brand recall. Kapoor adds, "Since we are heading towards IPL and the teaser campaigns for the tournament are already on air, this is a good time to draw the audience's attention towards the brand SAB TV," says Kapoor.
SAB TV's current programming mix includes Ring Wrong Riing, Gili Gili Gappa, Papad Pol, Taarak Mehta Ka Ooltah Chashmah, Sajan Re Jhooth Mat Bolo, Mrs Tendulkar, Lapataganj, FIR, Malegaon Ka Chintu, Gutur Gu, and feature films on weekends.