MAM

15% of Sony Sab's new show expense is for marketing: Vyas

NEW DELHI: Around 15 per cent of the total budget of Sony Sab TV’s new show ‘Shankar Jai Kishan – 3-in-1’ will go into marketing on all platforms, according to SAB and MAX cluster of channels SVP and head Neeraj Vyas.

Vyas told indiantelevision.com that it had been decided when re-branding the channel that it should continue to remain a niche channel for Indian comedy shows. He said Sab TV had lesser hours of original content than some other general entertainment channels primarily because it wanted to become a brand in the comedy space.

He said that it was interesting that the World of Happiness Index had listed India at number 118 out of 150 countries and even nations like Pakistan were higher on the list. This made channels like Sab TV all the more relevant, he said.

‘Shankar Jai Kishan – 3-in-1’ is slated to be telecast from Monday to Friday from 8 August at 10.00 pm.

The series is the fictional story about a paralyzed widow and her triplets, Shankar, Jai and Kishan. Their life takes bewildering turns when in an accident only Kishan survives, and je has to camouflage the truth by living three lives. How Kishan manages this triple role and juggles between each character is the real twist to the story.

Set in Delhi, the story centers on Kishan, played by Kettan Singh, a real estate agent and a perfect ‘Jugaadu’ in its true sense; a typical Delhi boy who finds a solution to every situation. Kishan dotes on his mother, enacted by Asawari Joshi, who is wheelchair bound due to a stroke she got on hearing news of her husband’s sudden death. Kishan, who loses his brothers Shankar and Jai in an accident, decides to hide the truth from his mother on his friend Babbar’s (Hemant Pandey) advice and lives all the three lives to prevent his mother from yet another shock.

Living the life of three is not easy! Shankar is a poised veterinary doctor who talks in fluent Hindi, whereas Jai is a rowdy police inspector. Each being a separate identity, Kishan juggles between the three lives. However, his life turns upside down when his mother emotionally blackmails him to marry and he ends up marrying three sisters, Twinkle, Dimple and Simple.

The cast includes Kettan Singh, Hemant Pandey, Falak Naaz, Kirtida Mistry and Chitrashi Rawat who were all present and enacted a sequence from the serial.

Vyas said this show has the right mix of comedy, mischief and drama. The hilarious situations that arise when the protagonist is seen juggling and managing three characters is worth watching. The concept is fresh and compelling; I hope the viewers love it too.

Swastik Productions founder and creative director Siddharth Tewari said this was the first time on television that a series is made where the lead character enacts three completely different characters every day of his life just to keep his mother happy. Just like every action has an equal and opposite reaction, what ensues is a total laugh riot. We have had a lot of fun in creating it, and I am certain the viewers will enjoy every aspect of the series.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_114750_800_x_800_pixel.jpg?itok=JarMFlg0
Phanimohan Kalagara named new CTO at Pine Labs

Mumbai: Merchant commerce platform Pine Labs on Wednesday announced the appointment of Phanimohan Kalagara as its new CTO. Kalagara is an MS in computer science from Utah State University and has over two decades of experience working with companies in the United States and India. He has extensive...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_113202_800_x_800_pixel.jpg?itok=b2MOiPN5
Sidharth Rao to take direct charge of dentsu Webchutney from Jan 2022

Mumbai: Dentsu Webchutney on Wednesday announced that CEO Gautam Reghunath and COO PG Aditiya will be leaving their positions early next year to set up their own venture. With this change, the agency will now be back under the direct charge of dentsuMB Group CEO Sidharth Rao. Rao, founder of dentsu...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/spo.jpg?itok=wIzmes0X
Stand out and be heard this festive season, with Spotify

The upcoming festive season is one of the busiest times for any marketer and planner in India. It will be a festive season that will be drastically different from previous years and any marketing campaign will have to stand out to work. This will be even more difficult for marketers who want to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/zxx.jpg?itok=kPlkt88T
Laqshya Media Group executes OOH campaign for Tanishq’s latest collection

As the country slowly gears up to fully ‘unlock’ post the second wave of the pandemic, outdoor advertising has also begun to see an uptick. Marketing communications group Laqshya Media Group is among the latest to execute a mega OOH campaign for Tanishq’s festive collection ‘Utsaah’ - The Festival...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/art-work.jpg?itok=VnabnXXs
Majority of ads are replete with gender stereotypes, shows new Asci study

Mumbai: Majority of the advertisements shown across media channels are replete with problematic and stereotypical depictions of gender, shows the latest study of over six hundred advertisements conducted by the Advertising Standards Council of India (Asci) in association with Futurebrands.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/ather.jpg?itok=-941zljF
Ather Energy rejoins Kerala Blasters FC as official partner for ISL

Mumbai: As the country gears up for the seventh season of the Indian Super League (ISL), homegrown electric scooter manufacturer Ather Energy has joined Kerala Blaster Football Club (KBFC) as the official partner of the team. This is the second consecutive year for the brand to be a part of the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/ias.jpg?itok=-Y6dMrsP
Mobile campaigns in India deliver stronger results in H1’21: Report

Mobile campaigns in India posted lower brand risks than display, viewability on mobile environments increased in India, and ad fraud rates decreased in desktop and mobile web display.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_124234_800_x_800_pixel.jpg?itok=y2GQE1yE
Grapes Digital bags digital AOR & communications mandate for Suraasa

Mumbai: Digital-first marketing agency Grapes Digital has won digital AOR and communications (PR) mandate for edtech start-up Suraasa. It will service the account from its New Delhi office. As part of the win, the agency will be responsible for media buying and planning to achieve all the marketing...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_115035_800_x_800_pixel.jpg?itok=AD-dNJe4
Vedix ropes in Avika Gor for new digital campaign

Mumbai: Ayurvedic beauty brand Vedix has brought on board "Balika Vadhu" actor Avika Gor to launch a digital campaign for its haircare range.  The actor explains in the campaign film how her hectic schedule and long hours coupled with non-stop shooting schedules, ultimately impacted her hair growth...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required