SAB TV is an Indian comedy-focused television channel that was launched in 2000. It was acquired by Sony Entertainment Television in 2005 and repositioned as a youth-oriented channel before returning to its comedy roots in 2008. SAB TV's promotional strategy centers around the tagline "Asli Mazaa SAB ke saath aata hai" and involves TV, radio, and digital advertising as well as on-ground events to promote its comedy-focused programming lineup.

2. About Sab TV
• IT is an Indian general entertainment television
channel launched on April 23, 2000 by Sri Adhikari Brothers.
• In 2003, it was repositioned as a comedy-centric channel.
• In March 2005, SAB TV was acquired by Sony Entertainment
Television and was transformed into a youth-centric channel.
• In June 2008, the channel announced that it would return to
its roots by being repositioned as a comedy-centric channel.
• SAB is a part of the network of television channels owned
by Multi Screen Media in India along with Sony TV, SET
Max, and SET PIX.
• SAB has a strong consumer perception as a comedy channel.

3. Promotional and Positioning Strategy
2003-05 2005-09
• Before 2003 – a relief channel • After being acquired by
• After 2003 the Adhikaris went Sony, just to complement
whole hog down the humour Sony’s image it was
road. repositioned as a youth
• “Only Smiles, No Tears" became oriented channel.
the channel's new tag line while • The product mix included
SAB TV's logo base line shows like ‘Left Right
"sab se alag" (different
from everyone) Left’, ‘Jersey No. 10’, ‘Detective
reinforced the point. Doll’, ‘Sirf Stories’, ‘Full Masti
• Product mix included Humour 88.2’ and ‘GupShup Coffee
based shows like Shows Hassi Shop’ etc.
Woh Phassi, Sahib Biwi Ke • It was during this period that
Gulaam , Dhaaba Junction Sab TV embarked on the digital
route for their promotions

4. Promotional and Positioning Strategy
(Contd..)
• 2009 onwards
– Sab TV again underwent repositioning to become
a comedy centric channel.
– To promote the new positioning startegy it
launched The ‘Asli Mazaa SAB ke saath aata hai’
campaign
– The campaign is a one of its kinds, where the
brand name, brand promise, product promise and
the channel strategy are all woven into one simple
consumer insight.

5. Brand Communication Strategy
• TVCs
– The latest TVC for the brand campaign revolves around the
theme 'Jab Sab ho saath toh baan jaaye baat‘ underlining
Asli Mazaa Sab Ke Saath Aata Hai.
– It features a crying baby, who despite numerous efforts by
the family members, cannot be put to sleep. Just when
they are wondering how to put the little one to sleep, the
entire family comes together and hums the popular
lullabuy ‘lalla lalla lori’ and the child peacefully goes to
sleep.
– SabTV has a separate TV campaign for each and every
show.
– TVCs are being aired on channels like India TV, Zee
Cinemas, Star Gold, Filmy, Cartoon Network etc.

6. Brand Communication Strategy
(Contd..)
• Programming Mix
– SabTV offers light hearted entertainment through shows. Its
programming mix includes ‘Ammaji Ki Galli’, ‘Papad Pol’, ‘Taarak
Mehta Ka Ooltah Chasmah’, ‘Sajan Re Jhoot Mat
Bolo’, ‘Lapataganj’,’ FIR’, ‘Gutur Gu’, ‘Happy Housewives
Club’, besides classic films on weekends.
– Comedy with a difference
• Gutur Gu - India’s first silent comedy
• Bhootwala Serial – Horror show with comic twist
• RK Laxman ki duniya - a comic satire on modern times
– It also launched of 'SAB Ka Evening Show’ in Nov
2011. The one and hour long show follows a
non-episodic format in the comedy genre.
• Radio Advertising
– Sab has started ‘Sab ke dammad ji’, which is aired every day
across Hindi speaking markets.

7. Brand Communication Strategy
(Contd..)
• Events
– SAB Ka Mela in Ahmedabad
• The first of its kind Mela by Channel SAB
• SAB KA Mela was for the entire family with various zones like
shopping, gaming, food, entertainment, social and cultural zone
family and kids’ zone
– OOH – Put up hoarding on buses in Mumbai, using backlits and cinema
slides at Fame Cinemas across India etc.
• Mobile Marketing
– Launched in collaboration with Quasar Media
– Different and compact website for mobile internet users
– Various other options like SMS alerts, SMS jokes (in collaboration with
santabanta.com),ringtones download etc.

8. Brand Communication Strategy
(Contd..)
• Digital Marketing
– Available on YouTube, Twitter and a special presence on Facebook.
– Launched ‘Luv 4 India’ , a Facebook application on 62nd Republic
Day, where people tag themselves on the Indian Tricolour. As more
and more people tag themselves, the app unfurls into a beautiful
mosaic of pictures, all congregating to form the Indian Tricolour. It was
aimed at giving Indians an opportunity to express their love for the
country.
– Fan page on Facebook for channel and individual programmes.
– Has a dedicated channel on youtube.com where people can watch
almost all shows online.
• Comic Strips

9. Brand Communication Strategy
(Contd..)
• Jokes - The grade 5 teacher one day asked the children in her class to make rhymes
with their names.
First up was Dan. A very adventurous child.
My name is Dan,
When I grow up to be a man,
I want to go to India and Japan,
If I can, If I can, If I can.
Very good she said to Dan. She then told Sally that it now was her turn.
My name is Sally,
When I grow up to be a lady,
I want to have a baby,
If I can, if I can, if I can.
That is good Sally, she said. But maybe one day you will change your mind.
Next up was Sam he was the naughty one in the class.
My name is Sam,
When I grow up to be a man,
Never mind India and Japan,
I gonna help Sally with her plan,
I know I can.