SAB seeks 'Babuji's' blessings for 'Tu Mere Agal Bagal Hai'

New show will go on air on July 7 at 10:30 PM, replacing 'FIR' which will become a bi-weekly property. In a unique format, the show has been filmed in front of a live audience

Sarmistha Neogy | Mumbai | June 25, 2014

It requires not only a good idea, strong marketing, but also great timing to launch a new serial by encashing on the immense popularity of veteran actor Alok Nath aka Babuji. SAB TV has announced the launch of its new multi-fictional comedy show, 'Tu Mere Agal Bagal Hai', which will air from July 7 at 10:30 PM from Monday to Friday.

The channel has been using the name and fame of the Alok Nath and seeking 'Babuji's blessings' for the promotion of the show. This innovative family comedy show revolves around the lives of the owners and tenants living under the same roof of Bungalow No. 5.

Commenting on the USP of the show, Anooj Kapoor, Senior EVP & Business Head, SAB TV, said, “It has multi-dimensional properties. Firstly, the set of the show provides a visual uniqueness. Secondly, the format is a combination of stand-up and fiction, which facilitates conversing with live audiences on the sets, adding spontaneity.  And thirdly, it keeps the essence of real humour intact by erasing vulgarity.”

“The show, planned for 120 episodes, will be replacing 'FIR' on the channel. We are not pulling out FIR, but making it bi-weekly during the weekends. For me, the most difficult part of the show was to convince the writers to write clean comedy devoid of any toilet humour as we wanted to stay true to our brand promise of 'Asli mazaa SAB ke saath hain',” added Kapoor.

Alok Nath himself commented, “I'm truly excited to be a part of 'Tu Mere Agal Bagal Hai' and SAB TV. This will be my first tryst with a TV comedy series. The beauty of the show is that it is filmed in front of a live audience and has an amazing star cast. The satisfaction that one gets from entertaining live audiences has a different feel. We all know humour is evolving and I am positive that the audiences will love our show.”

Marketing & promotion: The show will be promoted with a 360 degree marketing campaign. The pan-India OOH campaign comprises visual hoardings, bus shelters, OOH screens across 50 HSM towns. The channel will also leverage multiplex audiences by having the branding at key touch points. On cross-channel platforms, a very intensive two-week campaign leading into a week of sustenance is planned in news, youth and movies genres. A national print campaign with leading publications will be seen for over three weeks and more than 15+ regional publications will have daily inserts. There are also plans for tying up with major radio networks. The popularity of Alok Nath will be used on mobile and digital platform to promote the new show. SAB TV also plans to undertake a multi-city tour, with actual staged performances of the talented star cast.

Star cast: The star cast of 'Tu Mere Agal Bagal Hai' includes, besides Alok Nath, Rajesh Kumar, Shweta Gulati, Apara Mehta, Ami Trivedi, Samir Shah, Sugandha Mishra, Dhaval, Abhishek Awasthi, Monica Castelino and Sukesh. It will also see talented actress Supriya Pathak back on television after the popular 'Khichdi'.

Ranjeet Thakur, Producer, FRAMES, said, “This marks our maiden foray into comedy, and it is very exciting to explore such a vibrant concept with a channel like SAB which has made a mark in the comedy genre. 'Tu Mere Agal Bagal Hai' features an ensemble cast that plays very identifiable roles. All characters possess a certain quirk that the audience will definitely enjoy. The entire team from FRAMES and SAB has come together for a show which promises to be a fresh 'laugh every minute' comedy.”

Sarmistha@BestMediaInfo.com

Info@BestMediaInfo.com