Will Sony SAB’s rebranding efforts pay off?

Originally a comedy channel, launched by the Sri Adhikari Brothers Group in 1999, SAB has undergone several makeovers post its acquisition by Sony Pictures Networks India in 2005

Written by Guest

Updated: August 1, 2019 12:35 IST

Identity crisis, Sony SAB, Sri Adhikari Brothers Group, Sony Pictures Networks India, Tarak Mehta Ka Ooltah Chashma, Great Indian Laughter Challenge, Aladdin

The channel has non-comedy shows such as Tenali Rama, Aladdin – Naam to suna hoga and Baavale Utaavale.

By Sonam Saini

Sony SAB has adopted a new brand philosophy yet again — the last time it did so was in 2017 — which, like previously, is aimed at ‘making people happy’. And to communicate this change, the TV channel has a new tagline, Khushiyon Wali Feeling.

Originally a comedy channel, launched by the Sri Adhikari Brothers Group in 1999, SAB has undergone several makeovers post its acquisition by Sony Pictures Networks India in 2005. While it was rebranded as a Hindi GEC, it retained comedy as its key ingredient. In fact, Tarak Mehta Ka Ooltah Chashma has been its longest-running show.
Not funny

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