News Headline
Sony Sab launches new brand campaign for switch in content and strategy
Mumbai: Sony Sab is at a key stage of its evolution as it transitions from being a comedy channel where there was lightheartedness, frivolity, and fun to becoming a channel that offers tales that resonate with people’s everyday lives while appealing to the entire family.
Its content is synonymous with diverse storytelling, capturing the commitment to bringing real emotions and slice-of-life stories. Sony Sab has launched a new brand campaign to mark a new chapter in its journey as a channel and brand, cementing this positioning.
By adhering to the philosophy “Jo roz choti khushiya dete hai, wohi rishtey toh bade hote hai,” the channel hopes to deepen its emotional connection with its audience.
Sony Sab, PAL, and Sony MAX movie cluster business head Neeraj Vyas said, “Sony Sab is entering a new phase as the brand is undergoing a metamorphosis with its content and brand strategy. We are looking for stories and insights from the daily lives of people. As creators, we are constantly looking for new themes and new insights that reflect the trends and what people are going through, staying ahead of consumers and their changing lives.”
“The recently launched brand films will further help us cement our positioning as a brand that goes beyond just providing entertainment and helps us connect emotionally with our audiences on a much deeper level. As a channel, we are forward-looking, catering to the diverse needs of the family while at the same time bringing them together,” he further added.
Sony Sab is establishing itself as a progressive brand that addresses the actual issues that affect people, society, and the world, and its programming does it with respect and optimism. The channel promises to offer buoyancy and positivity while taking into account the dynamic changes viewers are going through.
The channel aims to do this by encouraging people to appreciate life by spotlighting tiny yet unforgettable events. As it shifts gears, the channel is veering towards providing more progressive programming and will debut new series in the coming months to further cement the brand’s position as a living room brand. The channel continues to serve the needs of every member of the family.
Sony Sab, PAL, and Sony MAX movie cluster marketing & communications head Vaishali Sharma said, “In today’s complex world, we understand the meaning of using the insights of what relationship means to our viewers, and we have mined a very powerful insight that helped us develop this campaign. The objective of the brand campaign is to strengthen our relationship with our consumers and express how the brand interweaves itself into their lives and emotions. The campaign is one such initiative in the journey of evolution for Sony Sab, and while content continues to make an impact, at a brand level, we will continue to engage with people keeping this ethos in mind.”
This is in addition to continuing to entertain its audiences with blockbuster shows like Taarak Mehta Ka Ooltah Chashmah, Maddam Sir, Wagle Ki Duniya, Pushpa Impossible, Dharm Yoddha Garud, and the recently launched Alibaba Dastaan-e-Kabul.
Sony Sab is about to enter a new phase, which will be introduced to viewers through three heartwarming brand films. The channel is launching a massive television campaign to promote the campaign, which will go live on 3 November. The marketing strategy also includes a significant digital component.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
