The campaign conceptualised by Lowe Lintas reinforces the channel’s core brand value of ‘empowerment’
BestMediaInfo Bureau | Delhi | April 23, 2014
ABP News has launched a marketing campaign aimed at making the channel stand out in the clutter during the elections and positions it as the pre-eminent news channel when it comes to election-related programming.
The campaign conceptualised and created by Lowe Lintas reinforces the channel’s core brand value of ‘empowerment’ and encourages people not to make an uninformed choice when it comes to choosing the right candidate. It seeks to establish that ABP News has the best election-related programming that gives robust information so that the viewers can form the correct political opinion.
According to Vikas Singh, Marketing Manager, MCCS, “’aap apni rajneetik rai kahan banate hain’ is the question that the ABP News brand campaign asks its viewers. Politics is national pastime and is perhaps the only thing after cricket where everybody has a point of view. People can be seen having animated political discussions at bus stops, cafeterias, inside trains, tea stalls, at work station in office, almost everywhere. However not all discussions are backed by sound knowledge. The campaign tries to get the viewers watch ABP News to form the correct political opinion. It leaves behind a powerful message ‘sahi rajneetik rai banane ke liye dekhiye sirf ABP News’”.
In the TVC, a group of friends are having a frivolous discussion on the candidates and political parties contesting for the 2014 elections. It highlights how people make an uninformed choice of whom to select through casual discussions and debates at various places and do not rely on a credible and informative source. The same idea is also extended to print and outdoor by highlighting the situations where people tend to get into such discussions like a college canteen, classroom, barber etc. and reinforces the point that one should not make their political opinion on the basis of hearsay. The TVC is currently on air on popular channels like Star Plus, Colours and Sony.
Shriram Iyer, Executive Creative Director, Lowe Lintas, says, “Aap apni rajneetik rai kahan banate hain, is a compelling and provocative question. The TVC manages to package this question in a light hearted and engaging conversation between youngsters. Set in a campus atmosphere, the characters in the commercial joke about who should run the country, based on their limited understanding of the political scenario.”
The radio spots also reiterate the fact that the correct political opinion is built by watching a credible and reliable source like ABP news and not through frivolous discussion. Spots are running across radio stations on Big FM, Radio City, and Red FM amongst others.
In digital, interactive poll banners have been run on popular sites to establish the message.
The programming line-up has ensured that the viewers are able to keep pace with fast-changing political scenario. ABP news launched a program called Ghoshnapatra, in which top political leaders face the questioning of an invited panel of experts and guests about what they intend to do if they come to power.. Top leaders of BJP, Congress, Samajwadi Party and AAP have featured in this. In addition, recently-launched show called Newsroom Mein Netaji enables the journalists and experts in the newsroom to interact with political leaders about the turn the election is taking.
One of the high points of channel’s election programming is the Kaun Banega Pradhanmantri debates held on the ground in prominent constituencies of the country. In addition, over hundred neighborhood debates called ‘nukkar bahas’ have captured the mood of the electorate at people’s doorsteps. Another program ‘Ground Zero Se Dibang’ offers in-depth analysis of electoral issues.
To gauge the opinion of the nation, ABP news has commissioned a series of opinion polls and aired them with analysis and live political reaction. The evening prime time has been turned into an election prime time. The prime time show ABP LIVE that airs from 9 pm to 10 pm now debates the top election story of the day.
Clearly the channel’s effort is to capture the inclination of the electorate through on-ground and studio debates, digital interactivity and large-scale opinion polls. Complementing this is their effort to report and analyse the views and strategy of parties and leaders across the political spectrum.
Creative: Amer Jaleel, Shriram Iyer, Gautam Bhasin, Ajoy Krishna, Samrendra Upadhyay
Business: Syed Amjad Ali, Geetika Thakur, Tanika Khanna
Planning: Naresh Krishnaswamy
Production: Elements Films
Director: Vivek Daschauhary
Client Team: Vikas Singh, Manveer Singh