Indore: SAB TV, India’s leading family comedy entertainment channel is the first GEC to clearly position & communicate its brand promise and offer programming content in line with its promise. This distinct positioning has led to channel loyalty and resulted in substantial growth for the channel. Soon other GEC’s too realized the essence of establishing their brand positioning and followed suit to redefine and reinforce their brand promise.
The new brand ad in this series reinforces the brand promise of ‘Asli Mazaa Sab Ke Saath Aata Hai’ and establishes that it is now a way of life for so many viewers, who are a part of the SAB family.
The story revolves around the theme “Jab Sab ho Saath toh baan jaaye baat” underlining Asli Mazaa Sab Ke Saath Aata hai.
The TVC features a crying baby who, despite numerous efforts by the family members cannot be put to sleep. In the late hours of the night every member of the family right from the mother to mother-in-law to the sister and brother in law is taking turns to sing the baby a lullaby, a popular Hindi film song ‘lala lala lori’ in their own rendition. But the baby ends up crying more and family members wonder what to do to put the child to sleep.
Commenting on new campaign NP Singh, COO, MSM Network said that,”SAB TV is reinforcing its unique positioning with yet another brand campaign. I expect the new campaign to help the channel grow its loyal viewer base manifolds.”
Anooj Kapoor – Executive VP & Business Head, SAB TV, said that, “We have strengthened our bond with the viewers by offering them light hearted entertainment that appeals to the entire family. Our brand campaign reiterates our promise of Asli Mazaa Sab Ke Saath Aata Hai and will surely add to the growing base of SAB families.”
The film is directed by one of India’s highly acclaimed ad film-maker; Vijay Maurya.The campaign has been launched simultaneously across leading TV channels,Multiplexes,print and digital medium to deliver the communication amongst the family audience.