MUMBAI: Multi Screen Media’s Hindi comedy entertainment channel Sab has awarded its creative duties to Saints & Warriors after a multi-agency pitch.

Sab claims that 15 creative agencies were invited for pitches out of which five were shortlisted for second round, before the account finally was bagged by Saints & Warriors.

Pickle is the incumbent agency and has been associated with the channel for the past two and a half years. OMD continues to be media agency for the channel.

Sab EVP and business head Anooj Kapoor said, “We evaluated the agencies on their understanding of our brand and ability to take the brand forward. Saints & Warriors with a robust 360 creative approach seemed an ideal fit for this exciting journey from here on.”

Saints & Warriors chairman Pushpinder Singh added, "Sab holds exciting creative possibilities and as an organisation that progresses on quality of work, nothing excites us more than that."

Sab with its light hearted content and its brand philosophy of ‘Asli Mazaa Sab Ke Saath Aata Hai’ has recently overtaken flagship channel Sony Entertainment Television.