The film, conceptualised by Soho Square, aims to reinforce the brand’s promise of bringing families together
BestMediaInfo Bureau | Mumbai | February 10, 2015
SAB TV has rolled out a new brand film as part of its #DigitalDividesSABUnites campaign. The film, conceptualised by Soho Square, went live on January 31, 2015. The film aims at reinforcing the brand’s promise of bringing families together.
The film looks at the lives of the members of a joint family who are always busy with 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 from one of the channel’s show. The film ends with a voiceover reiterating the brand promise and a super that reads: ‘Asli Mazaa SAB Ke Saath Aata Hain’.
Commenting on the campaign, Anuraag Khandelwal and Satish deSa, ECDs and Creative Heads, Soho Square, Mumbai, said, “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.”
Anooj Kapoor, Senior EVP and Business Head, SAB TV, added, “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 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.
Client: SAB TV Creative Agency: Soho Square
Executive Creative Directors: Anuraag Khandelwal and Satish deSa Production House: Corcoise Films Director: Prasoon Pandey