ABP launches centennial celebration campaign

By 11 May 2022

Celebrating 100 years of building and maintaining its reputation, the ABP Group has launched a campaign that reflects its journey through the Indian media space. As part of the campaign, it also unveiled its centenary logo and a film.

The logo and the campaign have been designed by Agnello Dias

The centenary film is presented as a cinematic parable, seen through the eyes of a child who sets off on a quest in search of an unheard-of place. The film depicts the story of travel across India that spans geographies, cultures, roots, and traditions. The film summarises the journey of the ABP brand and ends on a reminder that curiosity is itself both a journey as well the destination.

The logo of the centenary campaign is an interpretation of the concept that ‘Curiosity makes everything interesting’. Connected with the brand philosophy, the striking visual element of ABP Group’s novel logo is its question mark motif, etched as a human face in reverse — a face that keeps changing with depictions. The idea of using reverse or negative space within ABP’s centenary symbol captures the essence of human progress which not just breathes to live but is curious to question. 

In 1922, Anandabazar Patrika first came out as a four-page evening daily, sold at two paise and had a circulation of about 1,000 copies a day. Hundred years later, Anandabazar Patrika reaches out to more than 10 million readers every day. 

Today, the ABP Group has evolved into a media conglomerate that has eight publications, six TV news channels, digital news and current affairs platforms in eight languages, mobile internet and social media platforms, one radio station, a leading book publishing business, an education business and a film production and OTT platform. 

Started as a regional media house, ABP Group today has established a strong national footprint across the country touching the lives of millions of readers and viewers daily.

Dhruba Mukherjee, CEO, ABP, 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 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 its inception, 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.”

Explaining the concept behind this new launch, Agnello Dias, the man behind 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.”

Tags: ABP Group



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