The ABP Group, which has in its fold Anandabazar Patrika, The Telegraph and ABP News, among others, launched a campaign commemorating its 100-year journey on day one of Goafest 2022.
A commemorative logo and campaign themed ‘Curiosity Questions Answers’ was unveiled before delegates at the festival. The campaign is led by a brand film conceptualised by adman Agnello Dias.
The film features a child traveling far and wide to seek out what he thinks is the name of a place. It turns out that it’s not a destination, but the word ‘curious’ that he has mistaken for one.
The logo of the centenary campaign is an interpretation of the concept that ‘Curiosity makes everything interesting’.
Dhruba Mukherjee, CEO – ABP, stated, “ABP Group’s centenary logo represented by the question mark emanates from the fact that curiosity makes everything in life interesting. While many forces illuminate ABP’s influence, an unflinching sense of curiosity permeates all the rest. As a result, more than being the sixth sense, this is probably the first for us – an inquisitive gene that drives the primal human need to know more. We believe this iconic logo will best represent our brand identity across media, across different decades, and geographies. With that trust, we chose our centenary year for this excellent occasion to express and capture it once and for all.”
Avinash Pandey, CEO – ABP Network, added, “A 100 years of curiosity is what built the ABP Group and through the course of that century we have always aspired to help shape thinking through insightful and credible content. Since inception the name ABP has stood for content that is relevant and unbiased. As we step into the second century of our existence, we look forward to keeping our legacy alive and are committed to work tirelessly to strengthen an informed and open society. Through the centennial celebration campaign, the ABP Group intends to resonate these core objectives with our readers, viewers, stakeholders, and every Indian of today and tomorrow.”
In a statement, the group said that the campaign aims to continue to challenge and inspire ABP Group’s readers, viewers, and business partners with a variety of thought-provokingly written and visually rendered pieces about why questions are important in a democratic society, and how every breakthrough, big and small, stems from questions.
Dias, who is credited with conceptualising the logo design and the campaign, said, “Visualising the journey of the brand ABP Group, we made a film that is a cinematic parable told through the eyes of a little one whose drive sets off the search for a certain geographical destination. We intended for it to have that surreal yet uncooked emotion that is both innocent and ethereal. The whole campaign around the brand logo captures the most succinct depiction of what the brand stands for as the human face of all questions.”
Creative team: Agnello Dias, Lata Vasudevan Bagchi and Hetal Ajmera of Sharpener Design Studio
Production house: Future East Films
Director (Film): Ashim Ahluwalia