Sab TV launches new phase of its brand campaign

Sumedha Srivastav - Televisionpoint.com | Mumbai
Sab TV, the family comedy entertainment channel from MSM India, is back with the next phase of its brand campaign - 'Asli Mazaa Sab Ke Saath Aata Hai'. To reinforce its positioning, the channel has launched a brand campaign, similar to the one last time, along with a radio property.

Anooj Kapoor, business head, Sab TV claims that the channel grew by 200 per cent during 2008-09. He says some of the biggest names on Indian television including Smriti Irani, Juhi Parmar, Shekhar Suman, Jaspal Bhatti, Varun Badola and Shweta Kawatra can all be seen spreading smiles on the channel.

Last year, Sab TV followed the campaign with new launches like Bhootwala Serial and Gunwaale Dulhaniya Le Jaayenge. Earlier, the channel's television campaign 'Asli Mazaa' spread the message of family viewing. The campaign was extended to radio with rhyming words such as 'rab', 'tub', 'pub' and 'jab'.

This time, it has moved beyond just radio ads and created a radio property, 'Sab Ke Damaad' with Radio Mirchi and Fever FM. It is an anecdotal series on a character with a funny take on family situations. These will be aired as capsules throughout the day on the FM stations.

"It was one of its kind campaign where the brand name, brand promise, product promise and the channel strategy all were woven into one simple consumer insight. In the new version of the campaign, we will reinforce the message with a mix of humour and emotion. Even the brand communication will spread a smile. That's our promise," Kapoor says.

The channel is investing approximately Rs 5 crore in the initiative that rolls out on September 1 and runs till October 4, 2009. The campaign will include TV, film, radio spots and some animated films.

Sab TV has reserved about 3000 TV spots for promoting the initiative. While, the campaign's frequency will remain high across Sony's network channels, it will also be promoted across all Hindi news channels, movie channels such as Zee Cinema, and kids channels such as Nick and Cartoon Network.

Conceptualised by Pickle Advertising, the television campaign features family members across different age groups busy all through the day. But they meet up and have fun together at night while watching Sab. The TVC has been directed by Rahul Johri.

The channel has also tied up with multiplexes and shopping malls, whereby Sab TV has implemented menu branding and has placed cut outs across PVR and Big Cinemas' outlets. At Big Bazaar outlets, standees have been placed and trial rooms branded with the brand message.

As part of its outdoor initiative, the channel has booked around 5,000 digital screens across the Hindi speaking market. These include screens at Café Coffee Day, McDonald's and Mumbai's Best buses and local railway stations.