Pickle Advertising has conceptualised a new TVC for SAB TV that reinforces the brand message 'Asli Mazaa Sab Ke Saath Aata hai". This is the third phase of the campaign through which SAB TV looks to build on its positioning as a channel that the entire family can sit together to watch a lighthearted show on.
The TVC opens with a shot of a girl distributing sweets in her school on the occasion of her birthday. While everyone in school opens the sweet and eats it that time, one boy chooses to keep it with him unopened. He is then shown running home and he runs straight to the kitchen in order to break the sweet into several pieces and share it amongst his family. Through this SAB conveys the message that ‘Ab baache baache ko bhi samajh mein aata hai, ki asli mazaa SAB ke saath aata hai’, (even children understand that the real fun can only be enjoyed when everyone is around). The title track of the TVC is sung by the classical singer, Shubha Mudgal.
Commenting on the TVC, Anooj Kapoor, executive vice president and business head, SAB TV, “Through this TVC, we want to reinforce the brand promise of SAB TV’s, i.e – ‘Asli Mazaa SAB Ke Saath Aata Hai’. We have a reach of 45 currently and with this campaign we hope to increase this. We have already faced a growth of 400% in the last two years with respect to our increased GRPs and with this communication we hope to build on that. “
On SAB TV’s growth plans, Kapoor said, “The main issue for SAB TV currently is the reach and distribution, which is currently lower than other channels. We plan to increase this and the only way it can happen is through increased investments and more programming. From November 1, we plan to make our shows which currently run for four days of the week (Monday – Thursday) to shows which run for five days (Monday – Friday). We are also looking to address our lack of weekend programming.”
The TVCs have recently gone on air. The campaign has been launched simultaneously in the electronic, radio, print and the digital medium and will be on air for three weeks. The radio spots feature Ninad.