ABP News has launched a campaign making it stand out in the clutter during the India elections and positions it as a dominant news channel when it comes to election-related programming.
The campaign conceptualised and created by its agency Lowe Lintas reinforces the channel�۪s core brand value of ��empowerment�۪ and 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� (where do you form your political opinion) is the question that the ABP News Brand Campaign asks its viewers. Politics is national pastime in India 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 correct political opinion. It leaves behind a powerful message ���sahi rajneetik rai banana keliye dekhiyee sirf ABP News� 9watch only ABP News to form the correct political opinion) .In the cluttered and commoditized news space; we are the only news channel which will be rolling out a 360 degree campaign this election season�.
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 by highlighting the situations where people tend to get into such discussions like a college canteen, classroom, etc. and reinforces the point that one should not make their political opinion on the basis of hearsay. The TVC is currently on air in popular channels like SAB, ZEE TV and Zing. The print campaign includes publications like Eastern Eye, Gujarat Gadvi, Asian Today and Weekly Tribune.
In digital, interactive poll banners have been run on popular sites to establish the message.
According to Syed Amjad Ali, Executive Vice President, Lowe Lintas, the key objective of the campaign was to take the thought further through an interesting story. The story is so simple that anyone can connect with and understand it. People resonate with this campaign far more strongly given the timing of such a large scale election that�۪s going on in the country.
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 analyze the views and strategy of parties and leaders across the political spectrum.