MAM

Sab brand campaign ready for phase II

MUMBAI: In an attempt to reinforce its brand proposition as a family comedy channel, Sab is gearing up to launch the second phase of its ‘Asli Mazaa Sab Ke Saath Aata Hai‘ campaign.


The channel is investing approximately Rs 40-50 million in the initiative that rolls out on 1 September and runs till 4 October.













Says Sab business head Anooj Kapoor, "The first phase of the campaign was rolled out in October last year which established Sab as a linear family comedy channel. This year the attempt is to reinstate the brand positioning in the consumer‘s mind."


"The idea is not only to create unique positioning for the channel and bring in more audiences but also to take the campaign to the next level," he adds.


Kapoor, however, declined to comment on the amount that Sab has earmarked towards this campaign.


Sab has booked 5000 TV spots for promoting the initiative. While the campaign‘s frequency will remain high across Sony‘s network channels, it will also be promoted across all Hindi news channels, movie channels such as Zee Cinema and UTV Movies and kids channels such as Nick and Cartoon Network.


The channel has also partnered with regional channels in Punjab and Orissa as part of the brand promotion initiative.


Conceptualised by Pickle Advertising, the television campaign features family members across different age groups busy all through the day. But they meet up and have fun together at night while watching Sab. The TVC has been directed by Rahul Johri.


"We are also the associate sponsors of Straight Drive on Ten Sports and will be actively visible during the India, Sri Lanka and New Zealand Series on the channel," avers Kapoor.


While television remains the preferred medium to build the channel‘s brand positioning, Sab will also exploit other media platforms like print, radio, digital and outdoor to support the brand-building process.


As part of its outdoor initiative, the channel has booked around 10,000 digital screens across the Hindi speaking market (HSM). These include screens at Caf? Coffee Day, McDonald‘s and Mumbai‘s Best buses and local railway stations. The campaign will also have presence in multiplexes with cinema spots, standees and backlit boxes.


The brand campaign will be backed by four animation films, each of 55 seconds, with the tagline ‘Asli Sazaa Kissi Ko Kabhie Bhi Mil Sakti Hai par Asli Mazaa Sab ke Ssath Aata Hai‘. The films will go on air in October this year.


Recently, as part of the activity, Sab launched the radio property, ‘Sab Ke Damaadji‘, in association with Fever FM and Radio Mirchi. "Currently, the frequency of the radio property is five times a day but we plan to double the frequency as part of the campaign," says Kapoor.


According to a source, the channel may also soon associate with Red FM, which will host its radio property along with the other two stations.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/WPP.jpg?itok=CACce0wW
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/kisses.jpg?itok=oNlGyE6B
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Indiabulls%20Group.jpg?itok=CD8VIoc0
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Realme_800.jpg?itok=GYvPRVrw
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/Metoo_Dentsu.jpg?itok=F-WK2f58
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Bathsense_Rajkumar_Rao.jpg?itok=ir0POp1D
Bathsense launches new campaign with Rajkumar Rao

Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category. Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Hardik_Pandya_Gillette.jpg?itok=UdP_6s_T
Gillette launches new MACH3 START with Hardik Pandya

Joining the MACH3 Turbo and MACH3 original is Gillette’s newest launch - the MACH3 START. Marking the 20th birthday of MACH3, Gillette has specially designed this new razor with its first-ever 360° aqua-grip handle which entails the understanding of the needs and the problems of younger guys who...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Reliance_Jewels.jpg?itok=BJLS-_VV
Reliance Jewels launches digital campaign for Diwali

With the arrival of festive season, Reliance Jewels has geared up with exceptional Dhamaka offers along with a string of services and benefits for the festive shopper. In addition to discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with its latest digital...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Barbie_800.jpg?itok=upoxNyR9
Barbie's new campaign says 'You can be anything'

The iconic doll brand from the house of Mattel - Barbie, has release a campaign video in India called, 'You Can Be Anything,’ to inspire young girls in India to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories