Creative Execution

Realizing that 90% of the target group is online for about 3 hours/day, We launched SABurbia.com on Facebook • Also Available across platforms for mobiles and tablets (Android, iOS and Windows) • A social game format – Player had to play to become the mayor of SABurbia • A series of interesting tasks would lead the player closer to the chair of the Mayor • The game challenges were set in the world of SAB TV with detailed show plots and characters • Playing the game involved inviting friends to the city of SABurbia and sharing of game content/updates

• Increase in youth viewership by a staggering 52% • Overwhelming brand recall increase of over 100% amongst youth • Average time spent on SAB TV per user increased by 30%. • SABurbia.com remained the top app on Android and Apple stores for 4 weeks without any promotion. • The game received over 50,000 installs • SABurbia played a significant role in catapulting SAB TV to No. 4 in the Indian GEC ratings. The initiative enabled SAB TV to connect with young viewers and gain their trust and confidence at a fraction of the cost of conventional marketing campaigns.

SAB TV - A Minion in the GEC market faced a key issue – lack of trial from the Youth. 80% Indian homes are single TV households. As opinion leaders the consent of Youth is very important in determining which channel is watched by the entire family. If we could be part of their conversations, they would automatically promote us. This in turn would increase and sustain our viewership. This audience had simply never tried SAB TV before. Gaming has emerged as the most influential force that shapes youth culture and they tend to spend a considerable amount of their time over the social media. We decided to enter their world, with a flavor of our world SABurbia.com – a Social game launched on Facebook, based on SAB TV show plots and lead characters In the process, we got them to sample our programmes and built familiarity with SAB TV