Sony SAB launches innovative original digital content series for Aadat Se Majboor

Humour is an inevitable part of our everyday life and our social framework. Given present-day drudgery at work, all that one needs to unwind is a little dose of humour that is light, fun and relatable. Sony SAB’s upcoming show ‘Aadat Se Majboor’ showcases the lives of five frenemies working together in a publishing house. To promote and engage the viewers with the concept of the show and to give a glimpse of what to expect, the channel has launched an innovative series of original digital content centred around the thought, ‘Office Ke Kaminey Dost’, using exclusive interstitials, short stand-up acts with well-known comedians and a music video, leading up to the on-air launch of ‘Aadat Se Majboor’ on October 03, 2017 at 1930 hours.

SAB has tied up with YouTube comedians and content creators who have a deep understanding of the temperament of the millennials. The campaign aptly tagged as “Office Ke Kaminey Dost”, revolves around the comedy of errors that millennials are subjected to at work places.

Produced by Sony SAB & Random Chikibum, the web interstitials will include three short series about office colleagues outsmarting each other in relatable situations. Featuring Rahul Subramanian and Kumar Varun, each episode has a theme with a comical twist. Some themes include brainstorming sessions at work, impressing new office recruits or even vying with each to get selected for a foreign assignment.

The stand-up acts feature well-known comedians joking about their experience in the corporate world encapsulated into three hilarious videos featuring Angad Singh Ranyal, Sumit Anand and Kumar Varun.

The music video features the entire cast of the show, including Rishabh Chaddha, Anuj Pandit, Sana Maqbul Khan, Vanshika Sharma, Haresh Raut and Anant Mahadevan. It is a fun-filled capsule which showcases an exciting dose of madness, high energy and action that in reality translates at their workplace.

All this original content will be extensively promoted and amplified on the social assets of SPN Network which includes the Sony LIV app as well as Facebook, Instagram, Twitter and other social pages.

Neeraj Vyas, Sr. EVP & Head, Channel SAB and MAX cluster of channels on the initiative says: “SAB’s recent re-energised avatar with the proposition of Haste Raho India will continue to offer its viewers wholesome light-hearted entertainment filled with laughter, modernity, relatability and variety. Innovation continues to remain one of our key drivers to engage and enthuse our viewers with our content. The original digital content series will not only add some spunk and youthful appeal to our show but will also attract newer audiences to the channel as well as strengthen the connection with our core audience.”

Chandramohan Mehra, Senior Vice President and Head, Marketing, Sony SAB opines: “While keeping the essence of the show intact, digital marketing efforts are aimed at enhancing the willingness to sample the show and building a strong resonance with the SAB brand amongst the desired younger target audience.”

Let us all join these five frenemies, Sunny, JD, Rajan, Sam and Riya as they embark on the journey of their first job, supporting each other when they fall but also tricking each other at times because after all true to their characters they are all ‘Aadat Se Majboor’!

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