ABP News has launched a 360-degree advertising campaign on the theme - ‘ABP News dekhne walon ki sab sunte hain’ (Everyone listens to those who watch ABP News). The film created by Lowe Lintas and Partners went on air in last week of April.
The campaign highlights how the channel empowers its viewers. The previous communication in June 2012 had been to announce the name change of the brand from Star News to ABP News.
The current film shows two men seated at a restaurant. One of them explains to the other that it is not protest movements (andolan) that bring about change, but people. He substantiates his point with statistics on the population, number of elected representatives and so on. As the camera zooms out from the table, we’re shown that everyone in the restaurant is listening to him. The key message ‘ABP News dekhne walon ki sab sunte hain’ is followed by a shot of the protagonist watching ABP News at home.
Neeraj Sanan, chief marketing officer, MCCS, said, “The campaign idea of ‘ABP News dekhne walon ki sab sunte hain’ is a true manifestation of the channel’s core thought of ‘Aapko Rakhe Aage’. It defines the edge that the viewer gets in a dynamic and competitive world.”
On the campaign, Shriram Iyer, executive creative director, Lowe Lintas and Partners, said, “ABP’s existing brand line is ‘Aapko rakhe aagey’ - essentially what they are trying to communicate is that if you are a viewer of ABP News, because of the nature of analysis and information that ABP provides, you will stay ahead of the race. This new campaign is a fresh way of delivering ‘Aapko rakhe aage’ and that is why we came up with this idea - ‘ABP News dekhne walon ki sab sunte hain’.”
On the insight behind the TVC, he said, “The insight is that if you are an interesting person with a strong point of view as an individual then in public forums people are more than keen to listen to such a person. The whole idea was that the when you watch ABP News you become a person with a point of view that could make others shut up and listen to you.”
Client: MCCS (ABP News)
Creative agency: Lowe Lintas and Partners
Creative: Amer Jaleel, Shriram Iyer, Udayashankar S Rao, Samrendra Upadhyay, Rajanish Jain
Business: Syed Amjad Ali, Geetika Thakur, Rahul Ojha
Planning: Akashneel Dasgupta
Production: Jamic Films
Director: Abhijit Sudhakar
Client Team: Neeraj Sanan, Vikas Singh, Abhinna Khare