ABP Ananda drives pre-voting awareness
By VJ Media Bureau - April 22, 2014
The outdoor communication,'Aapni aapnar rajnoitik motamot kothaye toiri koren?' (Where do you form your political opinion?) drives home the need to form correct opinions prior to voting .
According to Vikas Singh, Marketing Manager, MCCS India Pvt Ltd, which owns the brand ABP Ananda, "Aapni aapnar rajnoitik motamot kothay toiri koren?â€ (where do you form your political opinion?) is the question that the ABP Ananda Brand Campaign asks its viewers. Politics is a national pastime and is perhaps the only thing in our country 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 to watch ABP Ananda to form the correct political opinion. It leaves behind a powerful message "shatheek rajnoitik motamot toiri korar jonyo dekhun ABP Anandaâ€ (to form the correct political opinion, watch ABP Ananda). In the cluttered and commoditized news space; we are the first Bangla news channel to roll out a 360 degree campaign this election season.â€
According to the news channel, as the nation goes to the polls, it is not important to just know facts but is also important to develop a point of view. Watching ABP Ananda helps viewers shape their own perspectives,it feels. Hence, the campaign respects the viewer's intelligence while establishing the brand as a companion to political opinion-making. This tonality, according to them, helps them to influence the target group. The brand says this can be clearly proven through the results of its online campaign so far. "The campaign is aiming to grow the news category by talking about the importance of having correct political opinions with Kolkata in the focus since it is the market with greatest eyeballs where news is concerned with discussions on politics being a way of life,â€ adds Vikas Singh.
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