Sab TV refreshes, wants India to keep laughing

Sony Sab has rolled out a new brand identity. To communicate this a brand film featuring Varun Dhawan has been rolled out.

 

The film has been conceptualised by Everest Brand Solutions and looks to spread the message 'Haste Raho India' (keep laughing India) through a jingle. 

 

NP Singh, ‎CEO, Sony Pictures Networks India, said, “For over a decade, Sab has emerged as the most distinctive channel in GEC and built a sizeable loyal audience. The new, re-energised Sab is all set to deliver on the promise of Haste Raho India as its mission is to be recognized as the ‘frown flipper’ for Indian audiences. The essence of this new avatar will be reflected in Sab’s new identity and show line-up."

 

Neeraj Vyas, senior EVP and head, Sony Sab and Max cluster of channels, added, “The re-energised Sab further strengthens our core proposition through a reinvigorated language of humor and a compelling purpose of making more than a billion Indians laugh more, every day. The new brand identity along with a range of new shows offering more laughter, modernity, relatability and variety, will help us strengthen the connect with our core audiences as well as attract newer audiences to the channel.”

 

CREDITS (from Facebook)

 

Client: Sab TV

Agency: Everest Brand Solutions 

President: Dhunji S. Wadia 

Chief creative officer: Rahul Jauhari

Chief strategy officer: Navonil Chatterjee

Executive creative director: Pramod Sharma 

Vice president: Aradhana Rai Bhushan

Creative head: Samir Chonkar

Creative director: Ashish Verma 

Art: Rajaram K Kavatkar Mayura Ajgaonkar Bankesh Gohil

Client servicing- Harish Suvarna Nirav Dave

Account planner: Tanvi Mishra 

Films chief: Harish Mishra 

Production house: Elements

Brand film director: Vivek Daschaudhary

Producer: Barkha Sawhney Diwan

DOP: Vikas Sivaraman