Contract Wins Creative Mandate for Sony Sab TV

Flip every frown, upside down.

Contract Advertising recently bagged the creative mandate for Sony SAB and will be handling all their creative duties, which include brand and show related communications. The business that came after a highly contested multi-agency pitch will be handled out of the agency’s Mumbai office.

Talking about the new association Neeraj Vyas, Business Head,
Sony SAB
said; “We welcome Contract Mumbai as our creative
partner for Sony SAB. We are currently at an exciting juncture of
expanding our content portfolio and taking the channel towards
growth. It is therefore the right time to bring in a fresh perspective
and Contract seemed like the most fitting team to collaborate
with in this endeavour. We look forward to infusion of fresh and
creative thinking and eventually taking the business to the next
level with this partnership.”

Vaishali Sharma, Head – Marketing & PR, Sony SAB said; "After
an extensive pitch process that involved key creative agencies,
we are happy to have Contract Mumbai on-board as our
creative partner for Sony SAB. We look forward to positioning
the exciting new content line-up in the most refreshed way to
take the brand ahead. With great creative minds on board
from both sides, we look forward to some path-breaking
creative campaigns and marketing communication
for Sony SAB.  

Commenting on the win, Raji Ramaswamy,
CEO, Contract Advertising
said; “We are delighted to have
the opportunity to partner with Sony SAB in their ambition
to further growth across geographies. Sony SAB is a great
brand to build and we are very excited to work on it.
We look forward to creating memorable work across media
to build a larger audience base for the channel.”

Ashish Chakravarty, Chief Creative Officer, Contract added;
“Sony SAB is a lighthouse brand in Indian television and getting
a chance to write the narrative of such a brand is nothing less
than inspiring. Add to that its formidable repertoire, and the
whole experience is a lot of fun. The channel is beginning to
express itself in a sharp new voice and wants to invade new
drawing rooms. We are thrilled to be a part of this journey.”

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. With a mission to ‘flip every frown, upside down’, and a core brand proposition of ‘Haste Raho, India’, the channel strongly believes in spreading laughter and happiness. 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 Tenali Rama, Taarak Mehta Ka Ooltah Chashmah, Partners Trouble Ho Gayi Double, Sajjan Re Phir Jhoot Mat Bolo and Jijaji Chhat Per Hain. SAB launched its HD feed in 2016. The channel is broadcast nationally and is available in more than 100 million households in India and internationally in more than 150 countries reaching over 25 million households.

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About Contract Advertising 

Contract, a member of the JWT/WPP network (NASDAQ: WPPGY), is an integrated and independent communications company that specializes in four practices viz. Advertising, Consulting, Design and Digital. The latter are driven through the three specialist verticals – Core Consulting, Design Sutra & iContract.  It operates through three offices in Mumbai, Delhi and Bangalore with 200 plus people. Contract creates brand conversations for some of India’s most admired and iconic brands including brands such as Asian Paints, Acer, UTI Mutual Fund, Abbott Healthcare, Amazon, Aviva Life Insurance, Bata, Anchor Health & Beauty,, Central Park, Dabur, Domino’s Pizza, Droom, Edelweiss, HSBC, Hindustan Unilever (Pureit, Kissan), ITC, Lupin, MaxBupa Health Insurance, NIIT, Nayara Energy, Orient Electric, OneAssist, Portea, Shoppers Stop, Sugar Free, Tata DoCoMo, Wipro.

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