Lowe Lintas and Partners empowers ABP News
ABP News has launched a 360 degree advertising campaign highlighting how the channel empowers its viewers and enables them to stay ahead through its accurate & engaging news content.
The campaign conceptualised and created by Lowe Lintas and Partners Mumbai reinforces the channel’s core brand value of ’empowerment’ captured by its current tagline ‘aapko rakhe aage’. After the successful transition of ABP News from its former Star News avatar, the campaign seeks to establish how the channel keeps its viewers ahead and how this act of empowerment positively manifests in the life of the ABP News viewer.
According to Neeraj Sanan, Chief Marketing Officer, MCCS “The campaign idea of ‘ABP News dekhne walon ki sab sunte hain’ is a true body manifestation of channel’s core thought of ‘Aapko Rakhe Aage’. It defines the edge that the viewer gets in a dynamic and competitive world.”
In the TVC, the protagonist’s conversation with a friend in a noisy and crowded coffee house results in other people turning their heads and listening to him. The idea is extended to print and outdoor, where in various situations, the ABP News viewer grabs attention and is heard by all people in the group. The radio spots reiterate the fact that those who are accurate and engaging are heard and respected. Digital and on ground activations are also planned over the next four to six weeks.
Credits – Creatives: 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.