Sony SAB TV has announced a channel refresh with a new strapline, which will form a part of its new marketing campaign in India.

The new philosophy, “jitniinsaankikhushibadhtihai, utniheeduniyameininsaniyatbhibadhtihai”. Keeping this core thought in mind, Sony SAB TV has launched a brand campaign that signifies this key change with a new tagline ‘Khushiyon Wali Feeling’.

With the new brand philosophy Sony SAB TV 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 ‘KhushiyonWali Feeling’ through relatable everyday instances which reinforce the fact that happiness begets humanity.

Sony SAB TV 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’.

Neeraj Vyas, Business Head, Sony SAB, PAL and Sony MAX movie cluster said, “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 clusters said, “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.”

The TVC’s are conceptualized by Contract and shot by Boot Polissh Films­­. The campaign launches on 10th July 2019 on-air.

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