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Everest Brand Solutions' campaign for Taarak Mehta ka Ooltah Chasmah

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MUMBAI: SAB TV's most popular show 'Taarak Mehta ka Ooltah Chashmah' has been the longest running comedy show in the country. It has also been recognised by the LIMCA Book of World Records for its achievement as the longest running comedy shows (8 + years) and the show has now crossed 2,000 episodes.

To celebrate this remarkable accomplishment, SAB TV has launched its latest campaign titled ‘Ooltah Chashmah Pehnoge, Toh Seedha Dikhega’. The campaign has been conceptualised by Everest Brand Solutions and created by Rediffusion depicts that a little change in perspective makes even a setback look encouraging and brings people together. Rahul Jauhri is the chief creative officer for the campaign, with Samir Chonkar contributing as creative head and Ashish P Verma as creative head. Art direction is by Rajaram Kavatkar (CD), Mayura Ajgaonkar, Bankesh Gohil.

The campaign is celebratory, philosophical and intrinsic to core tonality of the show. The thought has been extended into Print, TV, Radio, Outdoor and Digital.

Sony SAB sr EVP and business head Anooj Kapoor said, ““It is a feeling of pride for us to have one of the longest running comedy shows on our channel. It has been a great journey for us, Taarak Mehta Ka Ooltah Chashmah completing 2000 episodes and still going strong only proves and strengthens our brand conviction of ‘Asli Mazaa Sab Ke Saath Aata Hain’. We would like to thank the viewers for their constant love and support.”

Sony SAB senior VP & head marketing Chandramohan Mehra, , said,“The TMKOC brand rejuvenation campaign is also about reinforcing the mother brand SAB’s core values of positivity, simplicity, light-heartedness and togetherness. The distinctiveness of SAB brand is its ultimate competitive advantage and the milestone lends a perfect opportunity to reinforce it.”

Rediffusion Y&R Dhunji S Wadia- Group President said, “Tarak Mehta KaOoltahChashmah is an Iconic show for Indian Television. And when it’s the 2000th episode celebrations then the creative work has to be up to its reputation and humour. That made the task challenging yet simple – Ooltah Chashmah Pehnoge Toh Seedhaa Dikhega' - need to see the 'Oolta Chashmah' way to get the real joy of life.”

Rediffusion Y&R CCO Rahul Jauhari added “How often will you find a show that continues to find relevance and strike a chord with viewers even after 8 years and 2000 episodes? That’s the magic of TMKOC and that’s also the magic of SAB TV. The campaign was based on a simple idea that pretty much is at the heart of TMKOC. A different perspective changes everything.”

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