New logos for all entities under SABGroup

In order to forge a common identity for the three companies, SABGroup announced a rebranding which will come into effect around Dussehra this year

BestMediaInfo Bureau | Mumbai | October 3, 2016

Sri Adhikari Brother's Group (SABGroup) has announced rebranding of the group for the first time since its launch in 1985. The rebranding decision comes close after the announcement of listing two more entities last month -- TV Vision Ltd and SAB Events and Governance Now Media Ltd -- on both the exchanges. The rebranding will come into effect around Dussehra.

Manav Dhanda

In order to establish the new and the old entities in the market, it has decided to redesign the logo for the group along with each of its channels. Manav Dhanda, CEO, SABGroup, said, “We have gone through a merger-demerger process and from September, this year, we are three listed companies on the stock market. With three of them in the market, one would want to create one reference point and a spoken identity for all the three entities together. That's how SABGroup has come into picture. It will act as the umbrella for all three.”

There are new logos and new visual identities for the group companies and channels. All the channels are also going through a fresh look and feel.

“To maintain the correlation between the brands and channels, we are synergising the group companies and the channels. To understand the new look and feel, we went on to study what the design element need to look like. Katalyst Creates is the design agency under the SABGroup, which has worked on the designing and rebranding of the logos,” said Dhanda.

The group has planned a high-decibel marketing campaign and is communicating the brand afresh to the viewers and stakeholders. The existing channels of the group are Mastiii (Hindi music channel), Dabangg, (channel in UP and Bihar), Maiboli (Marathi channel), Dillagi (an LC1 channel) and Dhamaal Gujarat (an offering of radio and television for youth).

The group has announced it will launch two more channels in next three months -- Se7en (pronounced Seven, targeted at the North-East audience) and Happii (humour centric channel). The digital initiative of the group -- Happii-Fi -- will also be launched soon.

The company plans to invest close to Rs400-500 crore across all the verticals in next two to three years. The focus area will be television. The group is planning to release three to four movies next year.

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