Re-energised & refreshed SONY SAB takes new look to OOH

Underlining its purpose of flipping every frown and turning it upside down, SONY SAB, India’s only family humour channel, has launched its new brand identity. The ‘re-energised’ 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.” Taking their new communication strategy, the channel rolled out an extensive OOH 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.”