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ABP News launches marketing campaign to stress on its election-related shows
MUMBAI: ABP News has launched a marketing campaign aimed at making the channel stand out in the clutter during the elections and the aim is to position 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.
MCCS marketing manager Vikas Singh said, “’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, 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.
Lowe Lintas executive creative director Shriram Iyer said, “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.
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 programme 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.