SAB TV takes a dig at the Internet generation

Cell phones and the digital revolution in India have impacted our lives in many ways. Today many of us would ideally prefer to Chat or ‘WhatsApp’ with our family members more often than talking to them in person.

To take a dig at this generation, and for emphasizing the importance of having stronger family ties sans technology, SAB TV has launched the #DigitalDividesSABUnites campaign.

The campaign features a film conceptualized by Soho Square Mumbai.

As part of its #DigitalDividesSABUnites campaign, this film makes its point in Bollywood style; with the help of song and dance. The TVC smoothly dovetails the brand promise, puts SAB TV right in the centre of the solution to the growing ‘digital obsession’ malaise, and closes with the channel positioning, “Asli Mazza SAB ke Saath Aata Hai.”

The ad film, which went live on 31st January, is directed by Prasoon Pandey of Corcoise Films.

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 the virtual world has made us individualistic and introverted is nicely contrasted with how SAB continues to make us extroverted and re-enthuses us to bond with our family through fun and entertainment.”

The campaign will run across TV, DTH, Cinema Halls, Digital and on-ground events.

The channel, after the recent demise of celebrated cartoonist RK Lakshman, created a program called R K Laxman Ki Duniya—it was based on the books and works of R K Laxman, attempted to capture episodes and incidents involving happenings in the life of the common man.
The show represented the character's hopes, aspirations, troubles and weaknesses in day-to-day life as depicted by R.K Laxman over the years. As an expression of gratitude and to honour the eminent cartoonist, SAB TV brings back R.K Laxman Ki Duniya this Saturday from 11:30am to 1:30pm.

However, despite attempts to grab a bigger mindshare among the Indian TV viewers, SAB TV’s ratings continue to slip. As per TAM ratings, last week, the channel’s ratings dipped to 305 million GVTs (Gross Viewership in Thousands) as compared to 318 GVTs the corresponding week.