SAB TV fortifies brand positioning with new look

Branding and enhancing the brand value and proposition have been the key for players in the broadcast space. Continuing with the revamp exercise undertaken by some channels, SAB TV has adopted a new look which went on air on June 21, 2013 at 9 PM.

SAB TV’s revamped look epitomises a progressive outlook and an enriched experience directed towards an all-inclusive age group. Featuring bright colours, while retaining the brand colours of red and yellow, the feel resonates positivity, happiness and togetherness. Steinbranding, a design studio from Argentina, was mandated to design the revamped look.

Stressing on the fact that it is important to define a brand and stick to it rather than deviating from the positioning and brand promise, Anooj Kapoor, EVP and Business Head, SAB TV stated, “We are changing the outward package of the channel, but the content will continue to remain the same, because it has been sampled and accepted very well by the audience. All that we are changing are the various packaging elements of the channel. The overall look is slightly enhanced.”

The channel has also launched a 360 degree marketing initiative to promote the new look. The channel will be focussing on television, outdoor, print, and social and digital platforms as part of the media mix, with SAB TV allocating around 60 per cent of the marketing spends for promotional activities on TV.

Source: http://cablequest.org/news/national-news/item/2652-sab-tv-fortifies-brand-positioning-with-new-look.html
Source: http://cablequest.org/news/national-news/item/2652-sab-tv-fortifies-brand-positioning-with-new-look.html