Saints& Warriors wins the creative mandate for SAB TV
16 Mar 2011
Following a multi-agency pitch, Saints & Warriors has won the creative duties for family comedy entertainment channel, SAB TV from the MSM (Multi Screen Media) stable.
SAB had called for a pitch after splitting ways with incumbent agency, Pickle Lintas. According to reports, 15 agencies had participated in the pitch and five of these were shortlisted for the second round. Pickle Lintas had been associated with SAB for the past two-and-a-half years.
The media duties for SAB are handled by OMD India.
"We evaluated the agencies on their understanding of our brand and their ability to take the brand forward. Saints & Warriors, with a robust 360-degree creative approach, seemed an ideal fit for this exciting journey," said Anooj Kapoor, executive vice-president and business head, SAB TV.
SAB's brand philosophy of Asli Mazaa Sab Ke Saath Aata Hai resonates with its light-hearted content. Over the last two years, the channel has seen a growth of 500 per cent in its ratings and revenues and has enjoyed popularity across the Hindi-speaking markets.
SAB was launched in 2000 in the comedy genre by Sri Adhikari Brothers and had become a part of MSM in 2005.
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