Sony SAB heralds its new show, ‘Khidki’ in an innovative way
The channel has embarked on an aggressive 360 degree marketing campaign to bring alive its promise of real funny stories from across India for its new mini television series
Mumbai, Monday, June 27, 2016:
Sony SAB, the light-hearted family entertainment channel of Sony Pictures Networks India (SPN), has undertaken an innovative and unique approach in promoting one of its new shows –‘Khidki’. What defines the new mini-series is that ‘real’ life funny stories sourced from audiences from all parts of Indiawill be dramatized, developed and adapted for the small screen. With the intention of crowd sourcing such genuineand cherished stories from viewers, thechannel has embarked on a phase-wise campaign to create awareness about the show and invite entries.
‘Khidki’s ongoing publicitycampaign has met with considerable success generating a total of 12,345 (twelve thousand and three hundred forty-five stories), thus far!The first phase of this campaign was devised to actively scout for comic content from consumers. From partnering with the micro-blogging site – Twitter to run a contest titled ‘#Tweetyourfunnystory’, to a live Q&A session with the producers of the show JD Majethia and Umesh Shukla onTwitter’s video-streaming app Periscope, the channel has pulled out all stops in ensuring that it stokes excitement amongst consumers in sharing some of their funniest stories. Sticking to its promise of presenting viewers ‘interesting, real life stories from every corner of India’, SABhas conducted an activation program in long-distance trains like Rajdhani, Shatabadi and Garib Rath. In addition, SAB has alsorun multiple promos on its home channel encouraging consumers to upload their funny stories on the microsite.
From ushering the need for people to share some of their heartfelt stories in the first phase of the campaign,SAB has now decided to addmomentum to its campaign movement by undertaking initiatives to drive tune-ins for the show in the second phase. Leaving no stone unturned in creating a buzz about the new show, the channel has embarked on a 9-series illustration-based print advertising campaign, each depicting the kind of story that will be featured in Khidki. The 9-insert campaign is being released across 23 national and regional publications. Further, illustration based outdoor hoardings will be put up across 10 towns.A radio jingle sung by Actor Raghubeer Yadav will be played across Hindi speaking market (HSM) stations and local trains.
True to its personality of successfully connecting, entertaining and engaging with viewers, SAB has decided tolaunch ‘Khidki’ in a manner no different. For a show who’s USP is ‘real’ stories, the channel has decided to ride high on the ‘relatability’ aspect by getting its SAB Family Club members to unveil the show in different cities across India.
‘Khidki’s’cast will feature a set of recurring actors like Sarita Joshi, Rajeev Mehta and Lubna Salim to name a few who will portray different characters in different stories, along with narration by host JD Majethia, who is also the producer of the show. Each story will be weaved in episodes designed to last for minimum of three to eight episodes, depending on the length of each story.
Khidki premieres on Tuesday, 28th June, every Monday to Friday, 9:30 pm only on SAB TV!
About SAB TV:
Launched in March 2005, SAB TV is part of the network of television channels owned by Multi Screen Media Pvt. Ltd. With a core brand promise of ‘Asli Mazaa SAB Ke Saath Aata Hai’, the channel strongly believes in showcasing family humour. SAB TV, with its impressive line-up of innovative programs and light-hearted content ranging from daily family comedy to path breaking concepts like silent comedy is dedicated to promoting an enjoyable ‘family-viewing’ experience. Its current programming mix includes Taarak Mehta Ka Ooltah Chashmah, Chidiyaghar, Baalveer, Badi Dooooor Se Aaye Hai, Woh Teri Bhabhi Hai Pagle, Sahib Biwi Aur Boss and Dr. Bhanumati on Duty. The channel is broadcasted nationally and is available in more than 100 million households in India and internationally in more than 150 countries reaching over 25 million households.
For more information, log on to: www.sabtv.com
About Sony Pictures Networks India (SPN):
Sony Pictures Networks India (SPN), (formerly Multi Screen Media Private Ltd.), is a subsidiary of Sony Corporation which owns and operates the Sony Entertainment network of television channels.
As a leading television network in India, SPN comprises of Sony Entertainment Television (SET), one of India’s leading Hindi general entertainment television channels; MAX, India’s premium Hindi movies and special events channel; MAX 2, a second Hindi movie channel showcasing great Indian Cinema; SAB, a family comedy entertainment channel; PIX, the English movie channel; AXN, the leader amongst English Entertainment Channels; AATH, the Bangla movie channel, MIX a refreshing Hindi music channel; SIX and SONY ESPN – the cluster of sports entertainment channels and LIV – the Digital Entertainment Channel, and, SPN’s Motion Pictures division, formerly MSM Motion Pictures.
Sony Pictures Networks India is in its 21st year in India.