Sab aims to up stickiness quotient through SMS

MUMBAI: Just ahead of the onset of monsoons, Sab TV had announced a slew of launches.

But in the times when a promo blitz is a must for any programming initiative, the Adhikari brothers' channel's promotions have been so low key as to almost have gone unnoticed.

"Ever since we dropped the general entertainment tag and adopted the "humour" specialist tag, we don't see the need of creating unnecessary hype. With last year's 'Only smiles no tears' campaign, we have managed to carve a niche for ourselves and all that we really need to do now is to build on it," elucidates Sab TV president - sales and marketing Kanta Advani.



So the agenda, really, is to build up a strong recall value in the markets that matter. Sab TV, to plug its fare, has already hired billboards in strategic locations in the metros as well as in Northwestern cities like Kanpur and Lucknow - strong markets for the channel. Additionaly, they have leased spaces on bus shelters and bumpers.

It is as part of this marketing effort that a special sms contest was launched --- 'Lucky no. 9'. "Excessive promotions take away the curiosity and after being repeated they seem rather inane. So we thought we would rather have specific promotions that ensure stickiness, hence we thought of 'Lucky no 9'," offers Advani.

To be launched on 20 June 2004, the contest offers the viewers an opportunity to win several exciting prizes including grand prizes like a luxurious house in Mumbai, a trip to Singapore-Malayasia for a couple from Raj travels, a life time membership for Emerald Club from Royal Palms, Giaconda Bedroom set from Durian, five handycams to lucky five winners from Kuber Namkeen and five computer to each to five winners from Chutki Mouth Freshner.

And how does it affect the stickiness quotient. Everyday, between 8 pm to 10:30 pm, a special lucky number 9 card will appear randomly in any of the programmes. The participants have to identify the name of the programmes in which the card appears and send in their replies either via SMS at 3636 or via email at

Besides the bumper prizes to be announced at the end of the contest, the viewers have the chance to win daily prizes as well. For the bumper prize, participants that have maximum correct entries will be eligible.

As for the daily prize winners, they stand to win gift hampers sponsored by Chiraghdin, Designer watches, Deewan Saheb designs for men, Polo Gold, CTC plaza and Cheemo leather, stay voucher sponsored by Holiday Inn-Manali and Majorda beach resort-Goa, portable VCD Player sponsored by 502 Pataka chai, and cordless phone sponsored by Vimal Supari.

Amongst the launches scheduled, detective comedy Jasoos 005, sitcoms Chuupke Chuupke, Hamse Hai Zamanaa, unique Hasya Kavi Sammelan Wah Wah and current affair specific chat show Waqt Hamara Hai have already launched. Next launch a current affair show Zimmedar Kaun? is scheduled to launch soon.

Speaking about the new launches Advani offered: "While all the programmes have been well appreciated we were amazed by the reception that Wah Wah got. In its very unique way, the show is akin to any reality show"

In the past few months, the channel has got likes of Ford, Intel, and Hutch on board as important advertisers.

When queried about what bands the channel has identified as prime band, Advani retorted, "We are like the 24 hour coffee shop, very niche and catering to specific audience. So, we have a 24 hour long prime time band."

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