Quick wit drives Sab's new show-centric ad campaign

MUMBAI: "Aap shaadi-shuda hai?".... "Nahi meri shakal hi aisi hai."

"Taxi meter chalta hai kya?"..... "Kyon, meter pe baith ke jaoge?"

"Mera naam Geeta hai".... "To main tum PE haath rakh doon?"

These lines are a part of the teaser campaign that Sony Entertainment Television's "light" general entertainment channel (GEC) Sab has unleashed for its new stand up comedy show Lo Kal-lo Baat.

The erstwhile comedy channel - Sab TV will be born in a new avtaar on 7 November and Lo Kal-lo Baat will be the driver show of the channel in the 8:30 pm slot.

The show-centric campaign for the new look Sab rolled out this week with teaser hoardings across the country. Since the channel has been repositioned as a "light" GEC that will be targeting the Hindi heartland; the campaign will be rolled out in the smaller towns and cities as well. Close to 15+ cities including metros and mini metros have been covered.

Speaking on the campaign and idea behind it, Sab marketing head Ajay Modgil says, "Our campaign for the new Sab will drive on the channel's shows. The new show Lo Kal-lo Baat, is a unique one and we are confident that the market is ready for something like this. The campaign is not just about being funny but it essentially revolves around quick wit."

"The idea was to create intrigue and curiosity around the show and that's what the teaser campaign has managed to do. Most campaigns for television shows are centered around the faces of the show but this one is not and that's where it is clutter breaking," adds Modgil.

Apart from outdoor ads; print, internet and radio ads have also been rolled out. The four week campaign will be unveiled in phases. While the first week saw the teaser hoardings, the second week will have the logo of the new Sab on the hoardings. Also, promotional activity will increase in the second and third weeks of November.

"When the Sab logo will be unveiled next week on the hoardings, it will have the common man talking even more about why the Sab logo was looking like the Sony one. This will become another talking point and build another level of curiosity," said Modgil.

Lateral thinking is a major component of the campaign, which has witty and spontaneous gigs. Twelve different hoardings will be unleashed during the course of the campaign.

Also, one minute promos will go on air from 3 November not only on the SET Network channels but also in multiplexes across the country. Sab branding will also be visible in malls to ensure eyeballs from a captive audience.

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