Sony SAB ’s New Year wish for its audience: A healthier & happier 2021

The channel’s latest brand campaign highlights the impact of happiness on human health and well-being

Sony SAB, one of India’s leading Hindi general entertainment channels, has always endeavored to inspire happiness among audiences through its curated slate of light-hearted, values-driven positive content. Adding on to the brand’s proposition and belief, Sony SAB bids adieu to 2020 with a message of hope and good health from Dr. Anjali Chhabria, M.D Psychiatrist, highlighting why being happy should be one resolution everyone needs to make for 2021.

The new brand video invites audiences to refocus on health as we enter the new year. It further shines a spotlight on how positive content can act as a positive stimulus that helps alleviate stress, improves mental well-being as well as immunity. Link to the video

With its impressive line-up of fresh programs and light-hearted values driven content ranging from daily family comedy, fantasy fiction to path breaking concepts, the channel is dedicated to promoting an enjoyable family-viewing experience leading to a healthy and happier life for all its viewers.

In an unprecedented year, television provided an opportunity to families to bond together, with consumption surging by 40% during lockdown. (BCG-CII Report). A living room brand, Sony SAB launched unique and exciting shows in 2020. ‘Tera Yaar Hoon Main’, which focuses on a father-son relationship, gained popularity for its realistic portrayal of the Indian family unit, while ‘Kaatelal & Sons’, a story about two young girls bucking gender roles, continues to be a hit with viewers. The most recent offering ‘Hero Gayab Mode On’, a sci-fi tale of a young man finding an extraordinary power to help him defeat evil forces, opened to great reviews for its fresh storyline and breathtaking visuals. The channel is now gearing up for launch of ‘Wagle Ki Duniya’, a celebration of the aspirations of today’s middle class, the story takes a leap forward and is set in today’s time with the new generation of Wagle and family.

Comments:

Neeraj Vyas, Business Head, Sony SAB said

“At Sony SAB, we create shows that not only entertain our viewers but also bring them joy. If there’s anything that 2020 has taught us, it would be to stay hopeful, happy and healthy. Therefore, as we enter the new year, we all need something to relieve the stress and help us take a refreshed view of our health and well-being. We are glad to partner with Dr. Anjali Chhabria, who also accredits a happy and positive outlook as the secret to good health, mind and body. Through our content we continue to provide audiences the opportunity to bond and regale with their families, to laugh and to simply spread the happiness.”

Dr. Anjali Chhabria, M.D Psychiatrist, said,

“At a time when we’re surrounded by overwhelming negativity and incredible stress being happy can help to a great extent. Happiness is the antidote to stress and sometimes we need an external stimulus to feel happy. Sharing a good laugh while immersing oneself in a funny story, spending time with loved ones– can all help us feel happy. And it has been proven by various studies time and again, happy people are healthy people. Happiness and health go hand in hand. And that is what we need as we step into the New Year. A future filled with happiness and health to help us overcome the difficult year we’ve all had!”

About SONY SAB:

Launched in March 2005, SONY SAB is part of the network of television channels owned by Sony Pictures Networks India Pvt Ltd. The brand’s core brand proposition of ‘Khushiyon Wali Feeling’, stands for a larger purpose in life; a belief that happy people make a happier world. SONY SAB, with its impressive line-up of fresh programs and light-hearted content ranging from daily family comedy to path breaking concepts is dedicated to promoting an enjoyable ‘family-viewing’ experience. Its current programming mix includes Taarak Mehta Ka Ooltah Chashmah, Aladdin – Naam Toh Suna Hoga, Baalveer Returns, Maddam Sir, Tera Yaar Hoon Main and Kaatelal & Sons. SAB launched its HD feed in 2016. The channel is broadcasted nationally and is available in more than 44 million households in India and internationally in more than 150 countries reaching over 25 million households.