Underlining its purpose of flipping
every frown and turn it upside down, SONY SAB, India’s only family humour
channel,has launched its a new brand identity. The ‘re-energized’ channel will
see a new line up of comedy shows, lively packaging and vibrant visuals aimed
at providing an enriching and revitalised visual experience to its audiences.The new brand expression underlines the channel’s
conviction “if you are not laughing, you are not living”. SAB’s new creative
expression encompassing new logo, tagline, brand films and new shows is aligned
to its goal of making SAB the comedy icon of India.
The new logo features happy colours
including bright orange and yellow symbolising vibrancy yet comfort and warmth
with a little oomph in the purple. Varun Dhawan has been roped in as a Happiness
Ambassadorfor SAB. Varun brings in the desired
youthfulness, fresh of wave energy and contemprariness to the brand. The
channel promise of Haste Raho India is being brought alive through a series of
brand films anchored by Varun against a fresh and energetic foot tapping music
track. The new brand personality is aligned to changing aspirations of new
India.
The laughter movement is being driven
by a line of shows with refreshed flavour of comedy, while keeping the core of
the content intact. Recently launched ‘Sajjan Re PhirJhoot Mat Bolo’ along with
upcoming line up of shows like ‘TV,BiwiAur Main’, ‘Tenali Rama’, ‘Shankar JayKishan,
3-in-1’ and ‘Aadat Se Majboor’will herald a youthful, contemporary and
relatable feel.
There’s
something for everyone, Haste Raho India!
The latest look of SONY SAB will go
live on 13th June, 8.30 pm onwards.
NPSingh, CEO, Sony Pictures Networks
India share the views “For over a decade, SAB has emerged as the most distinctive channel in
GEC and built a sizeable loyal audience. The new, re-energized SAB is all set
to deliver on the promise of Haste Raho India as its mission is to be
recognized as the ‘frown flipper’ for Indian audiences. The essence of this new
Avatar will be reflected in SAB’s new identity and show line-up. “
Neeraj Vyas, Sr. EVP & Head, SONY
SAB and MAX cluster of channels says that “The re-energized SAB further strengthens our core
proposition through a reinvigorated language of humor and a compelling purpose
of making more than a billion Indians laugh more, every day. The new brand
identity along with a range of new shows offering more laughter, modernity,
relatability and variety, will help us strengthen the connect with our core
audiences as well as attract newer audiences
to the channel.”
Varun Dhawan, Happiness Ambassador for
SAB:
“As SAB’s Happiness Ambassador, I am excited to
partner with the channel to spread laughter and joy amongst millions of Indians.
Having always enjoyed SAB’s distinctive content, I look forward to its fresh
range of shows lined up. This refreshed flavour of comedy from SAB, will
certainly kick-start a happiness movement.”
About
SONY SAB:
Launched in March 2005, SONY SAB
is part of the network of television channels owned by Sony Pictures Networks
India Pvt Ltd. With a mission to ‘flip every frown, upside down’, and a core
brand proposition of ‘Haste Raho, India’, the channel strongly believes in
spreading laughter and happiness. SONY SAB, with its impressive line-up of
fresh programmes and light-hearted content ranging from daily family comedy to
path breaking concepts is dedicated to promoting an enjoyable ‘family-viewing’
experience. Its current programming mix includes Taarak Mehta KaOoltahChashmah,
Chidiyaghar, Sajjan Re PhirJhooth Mat Bolo, IcchapyaariNaagin, TV BiwiAur Main
and Trideviyaan. SAB launched its HD feed in 2016. The channel is broadcasted
nationally and is available in more than 100 million households in India and
internationally in more than 150 countries reaching over 25 million households.
About Sony Pictures
Networks India (SPN)
Sony Pictures Networks India (SPN), is
a subsidiary of Sony Corporation which owns and operates the Sony Entertainment
network of television channels.
SPN comprises of 29 channels including
Sony Entertainment Television (SET and SET HD), one of India's leading Hindi
general entertainment television channels; MAX, India's premium Hindi movies
and special events channel; MAX 2, another Hindi movie channel showcasing great
Indian Cinema; MAX HD, a high definition Hindi movie channel airing premium
quality films; WAH, the FTA channel for Hindi movies; SAB and SAB HD the
family-oriented Hindi comedy entertainment channels; SonyPAL, a genre leader in
rural Hindi speaking markets (HSM) showcasing the best of Hindi general
entertainment and Hindi movies from SPN’s content library; PIX and PIX
HD, the English movie channels; LePlex HD showing critically-acclaimed
Hollywood films; AXN and AXN HD, the action and adventure-oriented English
entertainment channels; Sony BBC Earth and Sony BBC Earth HD, the premium factual
entertainment channels, AATH, the Bangla movie channel; MIX a refreshing Hindi
music channel; ROX HD, a channel for contemporary Hindi music; Sony SIX, Sony
SIX HD, SONY ESPN, SONY ESPN HD, TEN 1, TEN 1 HD, TEN 2, TEN 3, TEN Golf
HD – the cluster of sports entertainment channels; YAY!, the kids
entertainment channel; SonyLIV - the digital entertainment VOD platform, SPN
Productions, the networks’ film production arm and Sony Pictures Networks
Distribution Pvt Ltd. (SPND) that distributes the networks television channels
across different genres and languages through multiple content delivery
platforms. SPN reaches out to over 700 million viewers in India and is
available in 167 countries.
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