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'Where do you make your political decisions?" asks ABP News' new ad

ABPNews has recently launched a campaign for the Lok Sabha elections that are currently underway. Created by Lowe Lintas, ABPaims to carve a space for itself with its election-related programming. The campaign's core thought is to encourage people to make an informed choice about their candidate.

Said Vikas Singh, marketing manager, MCCS, "aap apni rajneetik rai kahan banate hain?" is the question that theABPNews Brand Campaign asks its viewers. Politics is a national pastime 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 watchABPNews to form the correct political opinion. It leaves behind a powerful message "sahi rajneetik rai banana ke liye dekhiyee sirfABPNews".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".

The film opens to a group of friends having a light-hearted discussion on politics, especially about the candidates and political parties contesting for the 2014 elections. Some of them are trying to make a serious point, while the others cut out the seriousness by making jocular remarks. Towards the end, an ABP anchor is featured, asking viewers if this is how they make their most important choice - that of who will lead the country.

Speaking about the campaign, Shriram Iyer, executive creative director, Lowe Lintas,says "Aap apni rajneetik rai kahan banate hain, is a compelling and provocative question. The TVC manages to package this question in a light hearted and engaging conversation between youngsters. Set in a campus atmosphere, the characters in the commercial joke about who should run the country, based on their limited understanding of the political scenario."


Creative: Amer Jaleel, Shriram Iyer, Gautam Bhasin, Ajoy Krishna, Samrendra Upadhyay

Business: Syed Amjad Ali, Geetika Thakur, Tanika Khanna

Planning:Naresh Krishnaswamy

Production: Elements Films

Director: Vivek Daschauhary

Client team: Vikas Singh, Manveer Singh

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Updated Date: Apr 25, 2014 20:33:31 IST