Chandramohan Mehra moves from SBI Life to Sab TV

The former country head of emerging business at SBI Life, will now work as SVP, marketing at SAB TV.

SAB TV, the family entertainment channel from the Multi Screen Media stable, has appointed Chandramohan Mehra as senior vice president, marketing. In his new role, Mehra will head the marketing function of the channel.

His last stint was with SBI Life, where he worked as country manager, emerging business. At SAB TV, Mehra fills a position left vacant after the exit of Harjeet Chhabra, who went to Adlabs Imagica as chief marketing officer, in May this year.

At SBI, Mehra led brand and communication initiatives before he was promoted to the position of country head, emerging business last year. Prior to joining SBI in 2006, he worked with Kotak and FCB Ulka (where he managed HDFC Bank and Tata Motors as clients). Mehra holds an MBA from Insead, France and is an alumnus of BITS Pilani.

For the record, SAB TV was launched by Shri Adhikari Brothers in 2000 and was taken over by MSM in 2005. At the time, though the name was retained, the positioning of the channel was changed from a 'comedy-centric' channel to a 'youth entertainment channel', which failed to work well. The channel's positioning was later changed to 'family comedy entertainment', in 2007, after Anooj Kapoor (business head) took charge. At present, the channel airs popular shows like Taarak Mehta Ka Ooltah Chashma and Jeannie Aur Juju.