To mark the achievement, the channel has launched a 360-degree campaign conceptualised by Everest Brand Solutions, highlighting the idea of looking at the brighter side in every situation
BestMediaInfo Bureau | Mumbai | August 19, 2016
SAB TV’s most popular show ‘Taarak Mehta ka Ooltah Chashmah’ (TMKOC) is the longest-running comedy series in the country, crossing 2,000 episodes over 8 years. It has been recognised by the Limca Book of World Records for its achievement.
To celebrate this accomplishment, SAB TV has launched its latest campaign titled ‘Ooltah Chashmah Pehnoge, Toh Seedha Dikhega’. The campaign has been conceptualised by Everest Brand Solutions and depicts that a little change in perspective makes even a setback look encouraging and brings people together.
The campaign is celebratory, philosophical and intrinsic to the core tonality of the show. The thought has been extended into print, TV, radio, outdoor and digital.
Anooj Kapoor, Senior EVP and Business Head, Sony SAB, said, “It is a feeling of pride for us to have one of the longest running comedy shows on our channel. It has been a great journey for us, TMKOC completing 2000 episodes and still going strong only proves and strengthens our brand conviction of ‘Asli Mazaa Sab Ke Saath Aata Hain’. We would like to thank the viewers for their constant love and support.”
Chandramohan Mehra, Senior VP and Head Marketing, Sony SAB, said, “The TMKOC brand rejuvenation campaign is also about reinforcing the mother brand SAB’s core values of positivity, simplicity, light-heartedness and togetherness. The distinctiveness of SAB brand is its ultimate competitive advantage and the milestone lends a perfect opportunity to reinforce it.”
Dhunji S Wadia, Group President, Rediffusion Y&R, said, “TMKOC is an iconic show for Indian television. And when it’s the 2000th episode celebrations then the creative work has to be up to its reputation and humour. That made the task challenging yet simple – ‘Ooltah Chashmah Pehnoge Toh Seedhaa Dikhega' (need to see the ‘Oolta Chashmah’ way to get the real joy of life).”
Rahul Jauhari, Chief Creative Officer, Rediffusion Y&R, commented, “How often will you find a show that continues to find relevance and strike a chord with viewers even after eight years and 2000 episodes? That’s the magic of TMKOC and that’s also the magic of SAB TV. The campaign was based on a simple idea that pretty much is at the heart of TMKOC. A different perspective changes everything.”
In one of the ad films, a couple is about to have dinner when the electricity goes out. The wife gets disappointed. To uplift her mood, the husband lights a candle and convert the dinner into a romantic candlelight one and wears his spectacles upside down. One of the lead characters of the show comes into picture and says ‘Ooltah Chashmah Pehnoge Toh Seedhaa Dikhega’.
In the other campaign, a girl is shown chatting on her phone when the battery goes dead. She gets upset and asks her grandmother how would she chat. The grandmother, uplifting her mood, asks her to chat with her instead, while wearing her spectacles upside down. This film also ends with the same message towards the end.
In the third and the last campaign, a fat man runs for the lift in his office, but could not catch it. He tells his colleague that now they would have to wait for another five minutes for the lift to reach the 5th floor. His colleague responds that they could use the staircase instead and lose some weight. This ad film too ends with the same message towards the end.
Client: SAB TV
Brand: Taarak Mehta KaOoltahChashma
President: Dhunji S Wadia
Chief Creative Officer: Rahul Jauhari
Creative Head: Samir Chonkar Vice-President: Aradhana Bhushan
Creative Director: Ashish P Verma
Art: Rajaram Kavatkar (CD), Mayura Ajgaonkar, Bankesh Gohil
Client Servicing: Harish Suvarna, Nirav Dave
Account Planner: Tanvi Mishra
Films Chief: Harish Mishra