Saints & Warriors wins SAB TV's creative pitch

Fifteen agencies took part in the pitch; the incumbent on the account is Pickle Lintas.

SAB TV, the family comedy channel from the MSM (Multi Screen Media) stable, has appointed Saints & Warriors as its creative agency of record.

In January, afaqs! had reported that the channel was on the lookout for an ad agency. The pitch was initiated in the wake of SAB's split with incumbent creative agency Pickle Lintas. The account was with Pickle Lintas for about two-and-a-half years, prior to which SAB's creative work was handled by Leo Burnett India.

Saints & Warriors wins SAB TV's creative pitch

Fifteen agencies took part in the pitch. It is learnt that the process had two rounds and the five agencies that made it past the first round were called to present again, after which a decision was taken.

The media duties for MSM are consolidated with media agency OMD India.

Addressing the development, Anooj Kapoor, executive vice-president and business head, SAB TV, says in an official communiqué, "We evaluated the agencies on their understanding of our brand and their ability to take the brand forward. Saints & Warriors, with a robust 360-degree creative approach, seemed an ideal fit for this exciting journey."

Commenting on the win, Pushpinder Singh, chairperson, Saints & Warriors, says, "SAB holds exciting creative possibilities, and as an organisation that progresses on quality of work, nothing excites us more than that."

SAB TV, known for its light-hearted content, carries the brand philosophy of 'Asli Mazaa Sab Ke Saath Aata Hai'. Over the last two years, the channel has seen a growth of 500 per cent in its ratings and revenues and has enjoyed popularity across the Hindi-speaking markets.

Its current programming mix includes programmes such as Ring Wrong Riing, Gili Gili Gappa, Papad Pol, Taarak Mehta Ka Ooltah Chashmah, Sajan Re Jhoot Mat Bolo, Mrs Tendulkar, Lapataganj, FIR, Malegaon Ka Chintu, Jaankhilavan Jasoos, and Gutur Gu. On weekends, the channel features classic films.

So far, SAB TV's brand communication has exploited the on-ground space extensively. The Sony network channels have also been used as platforms to promote SAB's shows. Additionally, the channel has also communicated on radio through its integrated content property, Sab Ke Damaadji.

It may be recalled that SAB was launched in 2000 in the comedy genre by Sri Adhikari Brothers, and became a part of MSM in 2005.

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