SONY SAB: GOING BEYOND JUST COMEDY CONTENT
BY
Rahul Kamat
Sony SAB has launched a brand campaign with the tagline ‘khushiyon wali feeling’ to reiterate its position as a ‘happiness enabler’.
Neeraj Vyas, Business Head, Sony SAB, tells us that going forward, the channel will broad-base its content strategy, geoexpansion and value proposition for advertisers.
ON THE NEW BRAND CAMPAIGNThe newly launched brand campaign will strengthen the channel’s positioning, which goes beyond just providing comedy content and will help connect with audiences on a much deeper level with a focus on wholesome happiness. “Sony SAB is ready for a significant turn in its journey of brand evolution. We intend to do this by making our viewers protagonists of happiness. It is with this in mind that we now unveil our new brand philosophy,” states Vyas. The channel will also roll out three 60-second TVCs that will creatively showcase the brand tagline through relatable, everyday instances that reinforce the fact that happiness begets humanity. The TVCs are conceptualized by Contract and shot by Boot Polissh Films. To promote the campaign, the channel is engaging in a massive TV plan across news and regional channels, apart from its own TV network. The marketing plan also consists of a huge digital leg. Additionally, Sony SAB will soon be launching new shows which will enhance the brand’s promise of helping spread happiness while continuing to entertain its audiences with shows such as Taarak Mehta Ka Ooltah Chashmah, Tenali Rama, Aladdin – Naam Toh Suna Hoga, Jijaji Chhat Per Hain and Bhakharwadi.
IMPACT ON ADVERTISERSAccording to data from BARC shared by Sony SAB, pre NTO, the channel’s market-share was 12%, and it stands at 17% now. “Our time spent was at 120 odd minutes per week, but we are now at 160-170 minutes a week. This is the topmost, more than all GECs and more than all movie channels,” Vyas notes. Vyas is positive about the impact of this on advertising. “The advertisers have seen the growth that we have generated in the last six weeks. And with the kind of shows we have lined up, we are probably from an advertiser’s point of view, the safest channel to bet on,” Vyas says. He is optimistic about the next quarter, adding that the channel will witness 15% to 20% growth in the number of advertisers.
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