MAM
Sab to launch new brand campaign “Sabka waqt aata hai…”
Mumbai: Multi Screen Media‘s family entertainment channel Sab is launching a new brand campaign with the message, ‘Sabka waqt aata hai, Toh bhaiyo aur behno sab mil-julke raho. Kyunki asli mazaa sabke saath aata hai.‘
The new brand campaign reinforces the brand Sab‘s promise of ‘asli mazaa sabke saath aata hai‘. The earlier legs of the campaign were ‘Asli Mazaa Sab Ke Saath Aata Hai‘, ‘Aur Bhi Asli Mazaa Sab Ke Saath Aata Hai‘, ‘Zindagi ka Matlab toh Apno Se Naata Hai, Asli Mazaa SAB Ke Saath Aata Hai‘, and ‘Ab Bachche Bachche ko bhi Samajh mein Aata Hai, Ki Asli Mazaa SAB ke Saath Aata Hai‘.
Sab EVP and business head Anooj Kapoor said, “The brand films further reinforce the channel brand promise that real fun lies in celebrating life together. The humour and messaging in them is as smoothly interwoven as in our shows. We are confident that these brand films would further strengthen the brand.”
The new brand campaign consists of three films which are funny and entertaining. The storyline for the three campaigns is similar. The Television commercials talks about the comeuppance a bullying character receives after years of having persecuted the underdog. Every dog, after all, has his day, as the saying goes, and it‘s sharply captured by the adage ‘Sab Ka Waqt Aata Hai!‘, the channel said.
The TVCs are conceptualised by Everest Advertising. They have been directed by Abhijit Chaudhary, who is credited for commercials like Happydent, Kurkure, ING and Mastercard.
Ad films-
One of the ad films is about a student who is not very good in Maths and is constantly punished by his teacher. The child grows up to be a doctor and the teacher lands up at his clinic for treatment. The look exchanged between them says it all.
The other script is about two brothers with moustaches, the older one constantly reminding the younger one about the fact that his moustache is longer. One day, the barber accidentally chops his moustache off, putting paid to his vanity and giving his humble brother his day in the sun.
The third ad is about a tyrannical saas who traumatises her timid bahu, only to find that the tables inevitably turn one day, punishing her with her just desserts. Poetic justice can be funny too.
Brands
Hemlata Sharma joins ONEOTT Broadband as chief business officer
Former Zee Media distribution head to steer growth, partnerships and strategy
MUMBAI: Hemlata Sharma has joined ONEOTT Broadband as chief business officer, bringing with her more than three decades of experience across television, telecom and media distribution.
Sharma most recently served as head distribution, research & CRM at Zee Media Corporation Limited, where she worked closely with editorial and senior management while overseeing distribution, consumer research and customer relationships for 14 news channels including Zee News, WION, Zee Hindustan and Zee Business, along with ten regional state channels.
In that role, she led nationwide distribution across platforms such as DTH, Hits, IPTV, cable networks and DD Free Dish. She also drove consumer research and strategic insights on a pan India scale, analysing content performance, anchor impact, programme slots and audience behaviour to guide editorial decisions and programming strategy.
Her portfolio also included managing one of the largest alliances with Zee Entertainment Enterprises Limited and overseeing the global distribution monitoring of Wion across North America, Mena, Europe, Africa, APAC and Australia.
Earlier, Sharma briefly served as head sales and distribution at Triplecom Media Pvt Ltd, an engagement driven OTT platform bringing together content, gaming, music and advertising for the entertainment distribution ecosystem.
Her earlier career includes a senior vice president stint at Ten Sports Network, where she played a key role in relaunching the sports broadcaster as an independent bouquet comprising Ten Sports, Ten Cricket, Ten Action and Ten Golf following the Zee takeover. During this period, she moved from vp west to head strategy for cable and dth and later national head retail distribution, helping build the network’s retail distribution vertical across India and launching dedicated golf and football channels.
Before that, Sharma spent over six years at Bharti Airtel as general manager operations for Madhya Pradesh and Chhattisgarh. She initially led marketing and corporate communications before moving into sales leadership, where voice sales grew by 86 per cent and revenues by 96 per cent. She later headed business operations, expanding annual business volumes to Rs 100 crore while significantly reducing operational costs.
Sharma began her long association with the media distribution ecosystem at Zee Entertainment Enterprises Limited as regional head sales and distribution for central India. During that period, she played a role in the early rollout of pay television channels including Zee Cinema, HBO, Nickelodeon and Cartoon Network, while also contributing to the launch of Siti Cable in key central Indian cities.
With her new role at ONEOTT Broadband, Sharma is expected to focus on strengthening business strategy, expanding partnerships and driving growth across the company’s broadband and digital distribution ecosystem.
