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 Café 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/2019/04/24/barkha.jpg?itok=cHCVcIBz
Barkha Beauty, an affordable luxury brand with cruelty & paraben free make-up line to set foot in India

There is nothing more exciting than adding a pop of color to our routine and make-up can do it all. It could enlighten any dull face and give a runway look, making heads turn.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/rayban.jpg?itok=g9cv83Nm
Ray-ban #proudtobelong

Unique paths, universal emotions: the Ray-Ban #ProudToBelong campaign spotlights the human moments that connect us and let us find our sense of belonging.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/sympony.jpg?itok=E9t92GGh
Symphony Limited recites global market dominance in air-cooling with new Ad Films campaign

Symphony, world’s largest air-cooler company providing environment friendly cooling solutions has launched its fresh advertising campaign that recites its world leadership in the sector.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/livpure.jpg?itok=JKWOVNCJ
Livpure enters into new product category with India’s 1st Smart Air Conditioners powered by HEKA technology

Livpure Private Limited, India’s fastest growing water purification brand today entered into a new product category in its consumer lifestyle portfolio with the launch of India’s first future ready Smart Air Conditioner powered by HEKA.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/carvaan.jpg?itok=Ve2ddr3s
Chrome Picture’s Amit Sharma directs the latest - Saregama Carvaan ‘Thank You’ TVC

Chrome Pictures recently released its latest AD production for Saregama Carvaan.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/ralph.jpg?itok=wS6RSGbD
Ralph Lauren unveils Earth Polo made from recycled materials

Polo Ralph Lauren is reimagining its iconic Polo shirt with Mother Nature in mind. Introducing the Earth Polo, crafted from thread derived entirely from recycled plastic bottles and dyed in an innovative process that uses zero water.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/Orient.jpg?itok=FhwpwcEi
Orient Electric rolls out new TVC to promote IoT-enabled air coolers

In line with its marketing strategy for the summer season, Orient Electric has launched a new TVC campaign featuring long-standing brand ambassador MS Dhoni to introduce its new range of IoT-enabled air coolers.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/viraj.jpg?itok=DUvTSGjz
VURoll introduces new features to transform the social media management for brands

Gurgaon based VURoll, India's first multi-channel DIY social media management platform, today introduced its latest version with new and exciting features.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/24/netal.jpg?itok=Kq9h15qS
Aquawhite signs popular characters - Peppa Pig, Angry Birds, Hello kitty

Aquawhite, the leading oral-care brand from JHS Svendgaard Laboratories Ltd (JHS), has announced signing up yet another brand collaboration to add to its fast increasing bouquet of character associations.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories