ABP Group launches centenary celebration campaign
Celebrating 100 years of building and maintaining its reputation, ABP Group today launched a campaign that reflects its remarkable journey in the Indian media space. As part of the campaign, it also unveiled its centenary logo and a film. The logo and film are a reiteration of ABP’s core ideas, its core beliefs that have stood the test of time for a century now.
The centenary film, an intrinsic component of the celebration campaign, is presented as a cinematic parable, seen through the eyes of a child who embarks on an intrepid quest in search of an unheard-of place. The film depicts the story of a journey through India that crosses geographies, cultures, roots and traditions. The film encapsulates the entire journey of the ABP brand and ends with a reminder that curiosity is itself both a journey and a destination.
The centenary campaign logo unveiled today is an interpretation of the concept that “curiosity makes everything interesting”. Deeply linked to the brand’s philosophy, the most striking visual element of the new ABP Group logo is its question mark motif, engraved like an upside-down human face – a face that keeps changing with the representations. The idea of using reverse or negative space in ABP’s centennial symbol captures the essence of human progress that not only breathes to live but is curious to question.
Elaborating on the campaign and the new commemorative logo, Dhruba Mukherjee, CEO – ABP Pvt Ltd, said, “ABP Group’s centenary logo represented by the question mark emanates from the fact that curiosity makes everything in life interesting. While many forces inform ABP’s influence, an unwavering sense of curiosity pervades everything else. As a result, more than being the sixth sense, it’s probably the first for us – a curious gene that drives the primordial human need to know more. We believe this iconic logo will best represent our brand identity in all media, across different decades and geographies. Armed with this confidence, we have chosen our centenary year for this excellent opportunity to express and immortalize it once and for all.
“The campaign is centered on the thought of curiosity. Around that thought, a person would question the answers that would come up after being curious about things and so we circled around that thought and hence the campaign slogan – Curiosity Answers Questions,” Mukherjee added.
Sharing his thoughts on the occasion, Avinash Pandey, CEO of ABP Network, said: “100 years of curiosity is what built the ABP Group and in this century we have always aspired to help shape thinking through to insightful and believable content. Since its inception, the ABP name has been synonymous with relevant and unbiased content. As we enter the 2nd century of our existence, we look forward to keeping our legacy alive and are committed to working tirelessly to strengthen an informed and open society. Through the Centenary Celebration Campaign, ABP Group intends to resonate these fundamental goals with our readers, viewers, stakeholders and all Indians of today and tomorrow.
The thought of the centenary campaign is anchored by three simple words – ‘Curiosity Questions Answers’, a provocative thought that drives home what has always been a facet of the brand’s ethos. At ABP, a question never falters at the sight of a point.
The Centenary Celebration Campaign aims to continue to challenge and inspire ABP Group readers, viewers and business partners with a wide variety of written and visually stimulating articles on the importance of the issues in a democratic society. And how every breakthrough, big and small, stems from questions.
Explaining the concept behind this new launch, Agnello Dias, renowned creative director and writer and the man behind the logo and campaign design said: “Visualizing the journey of the ABP Group brand, we made a film that is a cinematographic parable told through the eyes of a child whose driving triggers the search for a certain geographical destination. We wanted it to have this surreal yet uncooked emotion that is both innocent and ethereal. The entire campaign around the brand logo captures the most succinct representation of what the brand stands for as the human face of all matters.
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