SAB TV: SABurbia.com

This case study shows how broadcasting challenger brand, SAB TV, reached out to India's youth with a social game.

SAB TV: SABurbia.com

Dhunji S. Wadia and Ravi Walia

Campaign details

Brand owner: Multi Screen Media Pvt LtdAgency: Everest Brand SolutionsBrand: SAB TVCountry: India

Executive summary

This case study shows how a broadcasting minnow, SAB TV, reached out to India's youth via mobile and internet platforms by recreating the world of SAB TV as a social game called SABurbia.com; where players could become the mayor of SABurbia by completing a series of tasks that involved sharing, helping and interacting with the show's characters and plots. The response was overwhelming. SAB TV...

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