Sab TV launches new brand film #DigitalDividesSABUnites

The brand film shows the much-prevalent phenomenon in families today - that of the digital world encroaching personal lives.

Sab TV, the family entertainment channel from Multi Screen Media, has released a new brand film, #DigitalDividesSABUnites, which reiterates the core philosophy of the channel, 'Asli Mazaa Sabke Saath Ata Hai'.

The brand film shows the much-prevalent phenomenon in families today - that of the digital world encroaching personal lives. But the channel assures that there is always some common thread that gets the family together.

The satirical film shows a joint family living together, but everyone busy on some gadget or the other. In spite of all the family members being together there's no conversation because everyone is glued to their phones - chatting, playing games, surfing the net, listening to music with earphones plugged in. The film features the father of the family narrating his grievances through a song. In the end, despite all the commotion, everyone is seen still glued to their devices. At this point, when the father mentions the latest update from Sab TV, everyone joins in to comment on it.

Inference being: Sab TV's light-hearted, family-centric shows entertain every member of the family, and is one of the uniting factors among them. The brand film accentuates Sab's brand philosophy of 'Asli Mazaa Sab Ke Saath Aata Hain' by also concurrently urging people to stay together in harmony and savour life as one, instead of letting the virtual space overpower.

Conceptualised by the team at SohoSquare, and directed by Prasoon Pandey of Corcoise Films, the film went live on January 31.

Anooj Kapoor, senior EVP and business head, Sab TV, says, "Our film takes a light-hearted dig at how the virtual world is beginning to overpower the real world which we inhabit. The fact that virtual world has made us individualistic and introverted is nicely contrasted with how Sab continues to makes us extroverted and re-enthuses us to bond with our family through fun and entertainment."

Anuraag Khandelwal and Satish deSa, ECDs and Creative Heads, Soho Square, Mumbai, add, "This film had to be something that fit right into any of Sab TV's programming. Once we came upon the idea of the digital divide, we asked ourselves: how would Tarak Mehta and his team deliver this message? The answer, of course, is this film."

In the past, the channel has launched different campaigns with the same integral idea, such as 'Aur Bhi Asli Mazaa Sab Ke Saath Aata Hai', 'Zindagi ka Matlab Toh Apno Se Naata Hai', 'Asli Mazaa SAB Ke Saath Aata Hai', 'Ab Bacche Bacche ko bhi Samajh mein Aata Hai, Ki Asli Mazaa SAB ke Saath Aata Hai' and the most recent 'Sab Ka Waqt Aata Hai, Toh Bhaiyo aur Behno sab mil-julke raho. Kyunki Asli Mazaa Sabke Saath Aata Hai.'

The new brand film is being aired on TV, DTH, Cinema Halls and Digital. The channel has also launched a contest which incentivises audiences to share unpleasant experiences as a result of imprudent usage of mobiles and social media during get-togethers.