SAB TV takes satirical route to reinforce brands' promise of uniting families

Watch the film conceptualised by Soho Square here

Feb 03, 2015 03:51:00 PM | Video | Campaign India Team

SAB TV has rolled out a new brand film as part of its #DigitalDividesSABUnites campaign. The film has been conceptualised by Soho Square and went live on the 31 January.

The film looks to reinforce the brands promise of bringing families together.

Sung by a father, who’s supported by his children, the film looks at the lives of the members of a joint family who are always busy on some gadget or the other. In spite of all the family members being together, there’s no interaction between the members.

The father expresses his grievance at the lack of communication. Moving through the house, he finally breaks the silence of his family by talking about a popular TV character.

The film ends with a voice over reiterating the brand promise and a super that reads, ‘AsliMazaa SAB KeSaathAataHain’ (Real fun is had with everyone).

Anooj Kapoor, senior EVP and business head, Sab TV said, “Our film takes a light-hearted dig at how the virtual world is beginning to overpower the real world which we inhabit. The fact that virtual world has made us individualistic and introverted in nicely contrasted with how SAB continues to makes us extroverted and re-enthuses us to bond with our family through fun and entertainment."

Anuraag Khandelwal and Satish deSa, ECDs and Creative Heads Soho Square, Mumbai commented, “This film had to be something that fit right into any of Sab TV’s programming. Once we came upon the idea of the digital divide, we asked ourselves, how would Tarak Mehta and his team deliver this message? The answer of course, is this film.”

The media mix includes TV, DTH, cinema halls, digital and on-ground events.

Client: SAB TV
Creative agency:  Soho Square
Production house: Corcoise films