After its transition to ABP News from Star News last year, the channel has taken the initiative to reinforce values and association with a new brand campaign.
The campaign seeks to bring forward the brand personality of the channel through the protagonist in the TVC (an ABP News viewer), whose conversation with a friend in a noisy and crowded coffee house makes heads turn and makes people take notice and listen to him. The campaign idea of ‘ABP News dekhne walon ki sab sunte hain’ establishes the edge that an ABP News viewer gets in a dynamic and competitive world.
View the TVC here:
Commenting on the campaign, Neeraj Sanan, CMO, MCCS said, “The person who has knowledge is the one who stays ahead in the crowd. The tagline will remain the same and we are playing around with the old line ‘Aapko rakhe aage’, but we have created a manifestation to empower the views of the viewers.”
Following MCCS dissolving the joint venture with Star last year, this is the first time that the group has embarked on a brand building exercise through advertising. As for the timing of the campaign, Sanan said, “This is the start of a new financial year and this is the period when there will be maximum impact on my business from the B2B sector.” He further said that a budget of around Rs 5 crore has been allocated for this campaign.
Sanan admitted that last year was not so shining for the Hindi news genre as well as for ABP News. “Hence, we are spreading the cheer, building the brand and doing promotions for a positive feedback from April onwards,” he added.
Lowe Lintas is the creative agency that has executed the entire campaign. The brief given to the agency was to make viewers of Hindi news believe that watching ABP News gives them an edge in this dynamic and highly competitive world, thereby making the channel their first choice.
Commenting on the campaign, Saurabh Shrivastava, Director - The Exchange, Mindshare, said, “Last year ABP News had to go through the transition of name change (from Star News to ABP News) and we did ‘Sirf Naam Badla Hai’ campaign. It did very well as the channel was able to hold on to its share and ratings.”
Shrivastava added, “This year, we are building on to the existing brand essence of ‘Aapko rakhe aage’ and the task is to establish that a regular ABP News viewer has an edge over others. We will be using a 360 degree media approach to establish the same in our key markets.”
The group is planning to launch the campaign in every corner where Hindi speaking viewers watch the channel, excluding some parts of South India and the North East.
A 360 degree promotion campaign is in the pipeline, which involves print, television, radio, digital, outdoor and mobile. The print ads will be seen in all the leading newspapers, besides there will be radio ads on All India Radio and FM radio stations.