MUMBAI: In keeping with its brand promise of Asli Mazaa Sab Ke Saath Aata Hai, family comedy entertainment channel Sab has launched the third phase of its brand campaign that reiterates the promise of light hearted shows that can be enjoyed with the entire family.

In the first stage of launching its brand campaign, Sab had started with the catch line Asli Mazaa Sab Ke Saath Aata Hai. And as it grew along till a year ago, the channel launched its second campaign that read Shaam ko ek waqt aisa aata hai jab saara parivaar ikhatte ho jate hai kyon ki asli maaza Sab ke saath aata hai.

Going by the popularity that the channel has acquired growing from 28 GRPs (gross rating points) to the current 100 GRPs, Sab launched third phase of its brand campaign that reiterates the brand promise of light hearted shows that can be enjoyed with the entire family. The catch line now reads Ab toh Baache Baache ko bhi samajh mein aata hai ki asli mazaa SAB ke saath Aata Hai.

The TVC features a boy who gets a candy in school. He does not feel tempted to have the candy. He resists all temptation, rushes back home, goes to the kitchen and then breaks the candy into several pieces and eventually shares it with his entire family. 

The TVC showcases that now even a kid knows that real fun lies in being with the whole family. The title track of the TVC is sung by classical singer, Shubha Mudgal.

Commenting on the launch of the new brand campaign, Sab executive VP and business head Anuj Kapoor says, "Our message to Indian families that asli maza SAB ke saath aata hai has really hit home. Today, several families across countries have realised and accepted that it is better to watch positive and light hearted family content on SAB TV instead of watching negative and regressive content on other GEC channels. Even a small child has realised the wisdom of this simple truth."