Sony SAB, the popular destination for clean family entertainment, has refreshed its brand philosophy. Driven by the belief that happy people make a happier world (“jitni insaan ki khushi badhti hai, utni hee duniya mein insaniyat bhi badhti hai”) the channel has launched a brand campaign with a new tagline: ‘Khushiyon Wali Feeling’.
Over the years, Sony SAB has focused on providing wholesome entertainment through interesting shows and characters, geared towards bringing a smile to people’s faces. With an impressive line-up of fresh programs and light-hearted, values-driven content ranging from daily family comedy to unique concepts, the channel has become a ‘living room brand’ that provides enjoyable viewing experiences — with something to appeal to everyone in the family.
To iterate the new brand philosophy, Sony SAB has produced three three 60-seconder TVCs will creatively showcase the new brand tagline of ‘Khushiyon Wali Feeling’ through relatable, everyday instances which reinforce the fact that, as a channel communique puts it, ‘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 themselves.
The TVCs are conceptualized by Contract and shot by Boot Polissh Films. The campaign will begin airing on 10th July 2019.
The channel will use a television plan across news and regional channels – in addition to its own network, of course — to promote the campaign. A ‘huge digital leg’ will be part of the marketing plan.
Sony SAB will also soon launch new shows in the upcoming months to complement its popular shows like 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.
Neeraj Vyas, Business Head, Sony SAB, PAL and Sony MAX movie cluster, said, “We are 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”.
Sagar Mahabaleshwarkar, Chief Creative Officer, Contract Advertising (India) Pvt Ltd, said, “The brief to us was simple – happiness is something that goes beyond comedy. It’s about how people feel. People remember how they feel and that’s what drives their own happiness and makes them into better people. And, when people are happy they are more likely to spread their happiness through simple acts of kindness.
“Taking this core thought forward, we have built these exciting brand videos with relatable situations and characters – something Sony SAB is known for. Weaving these two things together, I believe we have created something the viewers will completely resonate with.”