By Tricitynews
Chandigarh 11th July:- On the back of strong growth numbers and taking its role as the
‘happiness enabler’ further, Sony SAB, the brand, is now ready to redefine
itself through a new philosophy which is driven on the insight that "jitni
insaan ki khushi badhti hai, utni hee duniya mein insaniyat bhi badhti
hai”. Keeping this core thought in mind, Sony SAB has launched a brand
campaign that signifies this key change with a new tagline ‘Khushiyon Wali
Feeling’.
Based on its deep understanding of the pulse of real India, Sony
SAB has steadily created a niche for itself through captivating shows and
characters, all geared towards bringing a smile to people’s faces. With its
impressive line-up of fresh programs and light-hearted values driven content
ranging from daily family comedy to path breaking concepts, the channel is
dedicated to promoting an enjoyable family-viewing experience and can truly be
defined as the ‘living room brand’ with something to appeal to everyone in the
family.
With the new brand philosophy Sony SAB will stand for a larger
purpose in life, that of making people happy by bringing unforgettable moments
and infinite experiences that lift the heart and free the minds of the viewers
in turn making them better human beings. The three 60 seconder TVC’s will
creatively showcase the new brand tagline of ‘Khushiyon Wali Feeling’ through
relatable everyday instances which reinforce the fact that happiness begets humanity.
For instance, one film features a newly married couple who are not able to sit
together on a flight because a grouchy passenger refuses to exchange seats. But
when an unexpected happy encounter changes this co-passenger's disposition, he
graciously offers his seat to the couple. Yet another film demonstrates how
simple joys like the smile and giggles of a baby can transform a bad day into a
happier one. The third film touches upon the importance of how receiving good
news can turn someone’s sullen mood into a cheerful one and in turn make the
person more thoughtful about their actions towards others around them.
Sony SAB will soon be seen launching exciting new shows in the
upcoming months which will further the brand’s promise of helping spread
happiness while continuing to entertain its audiences with its blockbuster
shows such as the evergreen Taarak Mehta Ka Ooltah Chashmah, Tenali Rama which
recently completed 500 episodes, Aladdin–Naam Toh Suna Hoga, Jijaji Chhat Per
Hain and Bhakharwadi.
The TVC’s are conceptualized by Contract and shot by Boot
Polissh Films. The campaign launched on 10th July 2019 on-air. To
promote the campaign, the channel is engaging in a massive television plan
across news and regional channels (apart from its own TV network) for two
weeks. The marketing plan also consists of a huge digital leg.
Neeraj Vyas, Business Head, Sony SAB, PAL and Sony MAX
movie cluster said that we are absolutely delighted to present an exciting new
brand campaign which will usher in our new brand philosophy. We believe, this
campaign will further help us strengthen our positioning as a brand that goes
beyond just providing comedy content and will help us connect with our
audiences on a much deeper level with a focus on wholesome happiness. These
brand films truly reflect the very core of our brand which is built on
showcasing light-hearted values driven content which makes people happy.
Vaishali Sharma, Marketing & Communications Head,
Sony SAB, PAL and Sony MAX movie cluster, said that there are a few brands
which are fortunate to have a strong emotional connect with its consumers. For
Sony SAB, which is one such brand it is an apt opportunity to take a
significant turn in the journey of its brand evolution. We as a brand, stand
for a larger purpose in life, which is to bring content that will bring smiles
on people’s faces and enable them to take that joy forward. Our new campaign
articulates this strong brand philosophy and encourages viewers to join us in making
the world a happier place.
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