82.5 Communications brings out ‘Being limitless’ focus of ABP in new ad
The ABP Network, one of the largest news media conglomerates in India, launches its refreshed identity this week with a nationwide campaign across its network channels, comprising the flagship ABP News and its regional channels ABP Ananda, ABP Majha, ABP Asmita, ABP Ganga and ABP Sanjha.
ABP Network believes that for India to fast-track into a future defined by greatness, it needs a champion to challenge, lift and break through pre-defined limitations – limitations of incomplete knowledge, access, opportunity disparity, divisiveness, restrictive expression and more.
And that can only happen when an open and informed society is created by information which is impartial and limitless.
The refreshed identity embodies this corporate vision to ‘create open and informed societies’ by ‘being limitless’… with ‘limitless’ as a philosophy both internally and externally – from being limitless in terms of impartial and daring news reportage and presentation to helping viewers be limitless in their knowledge and opinions to helping fuel limitless progress for the nation.
The identity change is reflected in the modernized logo for the ABP Network and all its network channels, with the logo unit being ‘unboxed’ and a new, lower case font being used to create a more compact, contemporary, and harmonious wordmark. ABP Network’s connection to the richness of culture and society is brought alive by a vibrant new pattern which is interconnected and infinite, in line with the ‘limitless’ philosophy.
The advertising campaign, conceptualized by 82.5 Communications and brought to life by Little Lamb Films, is a testimony to ‘being limitless’, with specific regional flavour integrated in the films for each of the different channels. The films showcase key topics of interest of each region, bound together by the modernized logo unit that brings alive the proposition of ‘being limitless’.
The sound design and music composition for the films as well for the channel properties has been conceptualized and developed by music director Subhajit Mukherjee. The music, while being universal, comprises sections which are relevant to the different regions ABP Network channels cater to, in terms of instrumentation. It is designed in a manner to catch the viewer’s attention and be relatable without screaming for attention.
The on-air campaign is backed by a nationwide internal campaign reaching out to employees, as well as communications for trade, media and business partners.
According to Avinash Pandey, CEO, ABP Network: “Our #BeLimitless campaign is a direct representation of our vision of fearless news reporting and our limitless ability to inspire people, spark imaginations, and enlighten minds. We are glad to be associated with 82.5 Communications (our creative and communications agency) for this articulation. They have perfectly imbibed the brand philosophy of the network and helped in imparting our brand message to the audiences.”
Sumanto Chattopadhyay, Chairman, 82.5 Communications: “ABP Network’s new identity reflects its quest to help create an informed and open India—an India of limitless potential. Potential it helps unlock through its unwavering commitment to authenticity. The limitless philosophy is brought to life visually through the technique of the infinity zoom, drawing the viewer ever deeper into every relevant topic. Complementing this is the sonic branding, which too has been designed to capture the limitless pulse of our nation.”
Client team - ABP brand team from Noida, Bengal, Maharashtra, Gujarat, UP, Punjab
Creative agency: 82.5 Communications
Chairman & CCO: Sumanto Chattopadhyay
Co Chairman & CEO: Kapil Arora
Planning lead: Rishabha Nayyar
Creative team: Mayur Varma, Neelesh Jain, Durga Bangde, Nabendu Saha, Kirtish Talukdar, Joejee Manthanam, Vishal Pawar, Shrutika Bhonsle, Anahita Fatehpuria, Sandipa Thesiya
Account Management & Planning – Devika Sharma, Saurav Ghosh, Atanu Deb, Somduttya Chatterjee & Sharmista Dev
Music composer: Subhajit Mukherjee Film production house: Little Lamb films