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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.

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