Sony SAB moves away from comedy in a massive rebranding exercise

Moving away from being a comedy channel where there was lightheartedness, frivolity, and fun, Sony SAB announced Thursday that it is undergoing a massive rebranding exercise.

With this, Sony SAB aims at becoming a channel that tells stories which resonate with the everyday lives of people while catering to the entire family.

“Emerging as a forward-looking brand that deals with real problems of life, society and people, Sony SAB’s content approaches these issues with dignity and hope,” the channel said in a statement.

Inspiring people to celebrate life by highlighting the small yet unforgettable moments, the channel promises to spread hope and positivity while keeping in mind the dynamic changes viewers are going through.

The channel said it would offer more progressive content and will launch new shows in the coming months to further strengthen the brand's position as a living room brand.

This is in addition to continuing to entertain its audiences with blockbuster shows like 'Maddam Sir', 'Wagle Ki Duniya,' 'Pushpa Impossible,' 'Dharm Yoddha Garud,' and the recently launched 'Alibaba Dastaan-e-Kabul,' as well as the evergreen 'Taarak Mehta Ka Ooltah Chashmah'.

Neeraj Vyas, Business Head, Sony SAB, PAL, and Sony MAX Movie Cluster, said, "Sony SAB is entering a new phase as the brand is undergoing metamorphosis with its content and brand strategy. We are looking for stories and insights from the daily lives of people. As creators, we are constantly looking for new themes and new insights that reflect on the trends and what people are going through, staying ahead with consumers and their changing lives. The recently launched brand films will further help us cement our positioning as a brand that goes beyond just providing entertainment and helps us connect emotionally with our audiences on a much deeper level. As a channel we are forward-looking, catering to the diverse needs of the family and yet at the same time bringing them together."

Vaishali Sharma, Marketing and Communications Head, Sony SAB, PAL and Sony MAX Movie Cluster, said, "In today’s complex world we understand the meaning of using the insights of what relationship means to our viewers and we have mined a very powerful insight which helped us develop this campaign. The objective of the brand campaign is to strengthen our relationship with our consumers and to express how the brand interweaves itself into the life and emotions of people. The campaign is one such initiative in the journey of evolution for Sony SAB, and while content continues to make an impact, at a brand level we will continue to engage with people keeping this ethos in mind.”

The channel has launched three brand films to mark this change.

The channel is engaging in a massive television plan to promote the campaign which will roll out on Thursday on air. The marketing plan also consists of a substantial digital leg.

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