Sab TV’s new campaign: ‘Sab ka waqt aata hai’ builds on its premise of 'Asli mazaa sab ke saath aata hai'. It comprises three films, which are in line with the themes of shows on the channel. The commercials, created by Everest Advertising, went on air on 6 November.
The films revolve around the theme of ‘every dog has his day’ and therefore, one must live in harmony with each other. The films, high on humour, have been directed by Abhijit Chaudhary.
In a saas-bahu film, the mother in law constantly criticises her daughter-in-law's cleaning skills. No matter how well she cleans the floor, table top and mirror, her mother-in-law always comments looking on the mirror: ”Bahu, shakal hi nahi dikh rahi”. Eventually, one day when the mother-in-law barges into a room where painting is going on, accidentally a bucket of paint topples on her head. The grand daughter, who is a witness to her constant criticism, remarks, “Dadi shakal hi nahin dikh rahi hai!” In the end, the mother-in-law realises her folly while her daughter-in-law helps her clean up. The voice over then says, “Sabka waqt aata hai, Toh bhaiyon aur behnon, sab mil-julke raho. Kyunki asli mazaa sabke saath aata hai.”
On the new brand campaign, Anooj Kapoor, executive vice president and business head, Sab TV, said, ‘The brand films further reinforce the channel brand promise that real fun lies in celebrating life together.The humour and messaging in them is as smoothly interwoven as in our shows. We are confident that these brand films would further stregthen the brand.”
Rahul Jauhari, national creative director, Everest Brand Solutions, said, “Sab TV has consistently maintained its positioning with the theme of ‘Asli mazaa sab ke saath aata hai’. We wanted to refresh this positioning from a fresh angle. Since Sab TV is a light hearted entertainment channel, we wanted the campaign to appeal to the entire family and aslo have a high quotient of humour. Therefore, we developed the idea of ‘Sab ka waqt aata hai.’ Shot in Mumbai, the films have used the language of Sab TV throughout and two of them are based in the family space.”
On the brand campaign-based approach of the channel, he added, “Sab TV has consistently maintained a different approach from other channels, While others indulge in ‘programme advertisning’, Sab TV has stuck to its ‘brand advertising’. This makes it stand out amongst the clutter. There has been no repositioning of the channel over the years.”
The films will air on prime time on Sab TV.
Client: Sab TV
Team: Anooj Kapoor, Harjeet Chhabra, Virag Mishra, Narayanan R, Aditya
Creative agency: Everest Brand Solutions
Team : Pramod Sharma, Neha Pandey, Harish Shetty, Sandeep Sastikar, Dhunji Wadia, Rahul Jauhari