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 programs 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 Tenali Rama, Taarak Mehta Ka Ooltah Chashmah, Partners Trouble Ho Gayi Double, Sajjan Re PhirJhoot Mat Bolo,JijajiChhat Per Hain, etc. 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 over 150 countries reaching over 25 million households.

Show concept:

The Show was launched in the month of August 2020, during the ongoing pandemic. The viewership of television increased with the majority of people sitting and working from home or house-makers spending more time with family.

Family shows gained a larger audience and in turn was a great opportunity for Television to induce new age thoughts in your audience’s thoughts. With the intent to present and explain how three different generations think and work differently, this show was conceptualized thinking family living in joint families could understand different thought processes.

Challenges:

COVID-19 proved to be a challenge for the entire economy. However, the challenges faced by the economy for brands and their communication strategies suffered differently. Few major challenges included:

• Work from home challenges
• No, on-ground activities could be planned
• On ground celebrity and media, interactions were a challenge
• Media largely reported on pandemic and crisis related to it, with limited spaces in the print publications
• Media lay-offs made it difficult to rebuild media relations and get our story covered. Since the same journalist was reporting on multiple releases.

PR Strategy:

• To organize the communication strategy for the brand, we instead planned to organize a webinar and get a hold on the media to engage digitally with the artists and show directors
• To create media connectivity, we also arranged for media interactions with the artists
• Moreover the bigger idea was to organize an interactive webinar where both artists, journalists, could have an open discussion via audio and video session
• PR tool used to give the desired result- Webinar, Key media interaction & press release dissemination

Result:

The PR tactics were well received by the media, media was fully convinced by the new ideology brand came with giving them an opportunity to connect and reciprocate. It resulted in great coverage and interaction-based coverage.

• The news via press release was carried in almost all regional CAT A newspapers
• Interaction were done with publications like Amar Ujala, Rajasthan Patrika & Navbharat Times
• 16 media attended the webinar.
• The campaign helped us in overcoming the media challenges faced majorly during COVID
• The brand was able to create impact and continue with its inclining strategy of being interactive yet reactive
• The brand was able to create impact and continue with its inclining strategy of being interactive yet reactive

PPT

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