SAB TV brand campaign

Dhunji S. Wadia and Ravi Walia

Campaign details

Brand owner: Multi Screen Media Pvt Ltd
Agency: Everest Brand Solutions
Brand: SAB TV
Country: 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. Even traditional mediums like TV, print and OOH were used in an unconventional format to maximise their effect, and the response was overwhelming. SAB TV became part of the youth's conversations, and trials massively increased as young viewers spent time in the world of SAB TV and SABurbia.com, and SAB TV managed to enter the elite club of the top five GEC channels in India.