Kaatelal & Sons – Case Study

About – Sony SAB

Sony SAB was launched as SAB TV by the Sri Adhikari Brothers on 23 April 1999. At first, it was launched as a Hindi-language comedy channel. Sony Pictures Networks took over SAB TV in March 2005 and rebranded it as Sony SAB, with a new focus on general entertainment and eventually turning itself into a youth channel. In 2008,

Sony SAB changed its appeal to being a Hindi-language generalist network.

Campaign

Sony SAB set to challenge gender stereotypes with its latest campaign – Sapno Ka Koi Gender Nahi Hota.

Objective

The channel launched the campaign to introduce their upcoming show ‘Kateelal & Sons’. A story about the two sisters taking up their fathers business of running a local men’s hair salon in Rohtak. Were on one hand their father believes that such professions are not meant for women while the daughters are adamant on taking the business to new heights.