Sony SAB to focus on progressive storytelling and build a strong emotional connection with its audience through its new content strategy

Sony SAB to focus on progressive storytelling and build a strong emotional connection with its audience through its new content strategy
Sony SAB to focus on progressive storytelling and build a strong emotional connection with its audience through its new content strategy

Mumbai: For the past two decades, Sony SAB has entertained audiences with shows catering to viewers of all age groups. Moving away from being a comedy channel where there was light-heartedness, frivolity, and fun, Sony SAB is at an important stage of evolution as it becomes a channel that tells stories that echo with people’s everyday lives while catering to the entire family. Its content is synonymous with diverse storytelling and captures the commitment to bringing real emotions and slice-of-life stories. Cementing this positioning, Sony SAB has launched a new brand campaign to mark a new chapter in its journey as a channel and brand. The channel aims to strengthen its emotional connection with its viewers through a philosophy based on the understanding that “Jo roz choti khushiya dete hai, wohi rishtey toh bade hote hai.”

Sony SAB to focus on progressive storytelling and build a strong emotional connection with its audience through its new content strategy
Sony SAB to focus on progressive storytelling and build a strong emotional connection with its audience through its new content strategy

Emerging as a forward-looking brand that deals with real problems of life, society and people, Sony SAB’s content approaches these issues with dignity and hope. Inspiring people to celebrate life by highlighting the small yet unforgettable moments, the channel promises to spread hope and positivity while keeping in mind the dynamic changes viewers are going through. Catering to the needs of every family member, as it shifts gears, the channel is steering towards offering more progressive content and will launch new shows in the coming months to further strengthen the brand’s position as a living room brand.

Sumeet Raghavan, who plays Rajesh Wagle in Sony SAB’s Wagle Ki Duniya, shares, “Sony SAB has made a mark in all our lives with its quality content and values driven content. It certainly delivers on its promise of giving its audience hope and positivity. Sony SAB tells slice of life and meaningful stories. Our stories come from life – your life, my life, our life. Wagle Ki Duniya deals with such issues that people go through in their daily lives and in their households. It’s truly heartwarming.”

Karuna Pandey, aka Pushpa of Pushpa Impossible, comments, “Sony SAB and its shows have been ingrained in our way of life. I’m confident that fans will appreciate the brand’s content as it undergoes a significant transition. The channel’s most recent show, Pushpa Impossible, in which I play the title role, heartwarmingly depicts a single mother’s life and her family. The stories and themes are about families, relationships and are very real and rooted, which appeals to our audiences. We hope people will continue to support us as we put effort into fulfilling our promise to captivate viewers’ attention every day.”

Sharing her thoughts, Gulki Joshi, who plays SHO Haseena Malik in Sony SAB’s Maddam Sir, adds, ” Being a part of this channel makes me feel fulfilled because I have grown up watching its shows. Through our show, we believe in creating value in people’s lives. While we entertain them and keeping them engrossed with our storytelling, there are also learnings for the viewers to take away. Our characters are people you can relate to, who are not too distant from you.”