Sab TV refreshes, wants India to keep laughing

Watch the brand film conceptualised by Everest Brand Solutions here

Jun 14, 2017 04:26:00 AM | Video | Campaign India Team

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.”
The new avatar of the channel includes a new logo and a line-up of shows. 
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