Mumbai:Times have changed and the hectic city life has spared none. The very heart of SAB TV beats for families and it has vowed to bring back the good old days of family tea time, evening chatter and most importantly, the age old culture of board games. Board games are now somewhat extinct with gaming consoles taking over the fancy of the new generation. Sab TV thus brings to you, a novel new product that’s surprisingly not a new show, instead,a brand new board game.
The board game, named SABurbia, is an advergame (advertising through games) which projects the SAB TV brand and its ethos, and at the same time, provides thrill and entertainment. The game makes the player an active member of a city called SABurbia, thereby giving him a chance to ‘interact’
The game intends to give SAB TV an alternate touch-point with its audiences, over and above the conventional media like TV, Print, OOH and online. Moreover, it also gives people a chance to get to know more about the other shows on the channel. The over-arching belief is to get the viewer interested in all the shows of the channel, thus increasing viewership and building the brand.
Commenting on the launch ofSaburbia, Mr. Anooj Kapoor, EVP and Business Head SAB TV said, “I feel Saburbiaboard game is an apt manifestation of our brand promise – providing fun-filled family entertainment.”
An extremely innovative feature is the introduction of mobile zones. These are special zones in the way that when a player lands on them, he/she has the option of SMSingsaburbia to 52525. As a response, he/she may be rewarded/penalized/
SAB TV joined hands with Pegasus International (which is a major Indian toy and board game maker, operating with the brand name ‘Toy Kraft’) for the manufacturing and distribution of the game SABurbia.com.
The spokesperson and the Co-owner of Pegasus International, Anuj Mehta says, “We at Toy-Kraft, thoroughly enjoyed working with SAB TV for the board game Saburbia. All the brain-storming sessions, tweaking of the game rules and numerous trial runs were a stimulating process. We believe that we are the pioneers in creating a board game with an Indian twist, where everyone can relate to the game. There are no age barriers and so it is a thorough family entertainer. The unique selling point of the game is to bargain. To bargain is a typical Indian trait that’s realistic and will be enjoyed by all players. The target audience for the first time is not only children and gamers, but the entire spectrum of SAB TV viewers. We are eagerly awaiting the feedback from the real audience- the Big Indian family.”
The game will be available in 42 major cities in leading stores like Landmark, Crossword, Hamleys, Shoppers Stop, Planet M. The cities include key markets like Mumbai, Delhi, Kolkata, Gurgaon, Ahmedabad, Lucknow, Bhopal, Indore, Baroda and Jaipur. In its initial roll-out, a total of 2000 pieces will be available in stores. The game will be aggressively promoted on television, print and outdoor digital media. Moreover, on-ground activations will also be carried out in leading malls to generate curiosity and buzz around the product.The same game can be played online on Facebook on Saburbia.com. It can be soon played on all smart phones,IPhones,android devices and window tabs.
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