By: Bhawana Anand
Last updated : December 05, 2017 6:53 pm
The new brand expression Haste Raho India has been prominently communicated via an extensive outdoor campaign.
The campaign showcased its new brand ambassador Varun Dhawan, emphasising on their new brand identity. Mainly king size hoardings of Mumbai has been used for the campaign, targeting people from all walks of lives.
NP Singh, CEO, Sony Pictures Networks India, said, "For over a decade, SAB has emerged as the most distinctive channel in GEC and built a sizeable loyal audience. The new, re-energised SAB is all set to deliver on the promise of Haste Raho India as its mission is to be recognised 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, shared, "The re-energised 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.”