Sab launches new ad campaign showcasing digital divide

MUMBAI: Sab, a family entertainment channel from the Multi Screen Media (MSM) stable, has launched a new brand film as part of its #DigitalDividesSABUnites campaign. The brand film shows a very existing phenomenon faced and witnessed by families today, that of the digital world encroaching their personal lives but there is always some common thread that gets the family together.


The satirical film shows a joint family living together where everyone is busy on some gadget or the other. In spite of all the family members being together there’s no conversation, everyone is focused on chatting on their phones, playing games, surfing the net or is listening to music with earphones plugged in. The film features the father of the family singing a song and narrating the grievance through it, at the end even after the commotion, everyone is still glued on to their device. This is when, he mentions latest update and character from Sab shows and everyone joins in to comment over it.


Inference being, how Sab’s light hearted family centric shows entertain every member of the family and is one of the uniting factors amongst them all. The brand film accentuates Sab’s brand philosophy of ‘Asli Mazaa Sab Ke Saath Aata Hain’ by also concurrently urging people to stay together in harmony and savour life as one instead of the virtual space overpowering your personal one. 


Sab senior EVP and business head Anooj Kapoor said, “Our film takes a light hearted dig at how the virtual world is beginning to overpower the real world which we inhabit. The fact that virtual world has made us individualistic and introverted in nicely contrasted with how SAB continues to makes us extroverted and re-enthuses us to bond with our family through fun and entertainment.”


The media mix includes TV, DTH, cinema halls, digital and on-ground events. The channel has also launched a contest, which gives the audience an incentive to share unpleasant experiences as a result of imprudent usage of mobiles and social media during family and friends get-togethers.

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