ABP Network launches Telugu digital platform 'ABP Desam', unveils campaign

ABP Network has announced its entry into the Andhra Pradesh and Telangana markets with the launch of its new digital platform, ‘ABP Desam’. By pursuing stories that matter to the people, ABP Desam will bring a whiff of fresh air to the Telugu digital news space with a unique perspective on regional content.

With this new offering, ABP Network will once again strengthen its push for local storytelling and strive to create bigger strides in the sphere of regional news. Last quarter, the network had entered the Tamil Nadu market with its digital Platform, ‘ABP Nadu’

ABP Desam has positioned itself as a digital portal that completely mirrors the culture, ethos, and spirit of the Telugu people. Its tagline ‘Mana vartalu, mana oori bhashalo!’ which translates to ‘Our news, in our town’s language!’ conveys its objective to deliver news that is personalised to the individual and collective preferences of the Telugu readers. The name ‘ABP Desam’ also reflects the network’s willingness, dedication, and commitment to always fulfil its duty towards the nation by creating an open and informed society.

ABP Desam is the eighth regional language digital portal from the house of ABP Network. It will strive to disrupt the Telugu news genre with breakaway formats, stories of significance, innovative content and a viewer-driven approach.

Avinash Pandey, CEO, ABP Network, said, “Regional language is a very crucial growth driver for digital news platforms. Recently, we had launched a digital platform for Tamil audiences and now we are further strengthening our digital portfolio with ABP Desam. I’m confident that this Telugu news platform will provide access to high calibre, diverse digital news content to the people of Andhra Pradesh and Telangana and also bring a bevy of growth opportunities to our network.”

Meanwhile The Bangalore office of 82.5 Communications and ABP Group have partnered for the launch of ABP Desam in Telangana and Andhra Pradesh. The launch of ABP Desam comes on the heels of the launch of ABP Nadu in Tamil Nadu, also by the 82.5 Bangalore office. Nationally, the agency also handles the creative mandate for ABP Ananda, ABP Majha, and ABP Studios. 

The launch campaign of ABP Desam is based on the central insight that regardless of borders, the people of these two states share the same interests. It highlights and celebrates the pride every Teluguite carries within them when it comes to their culture and especially their language. 

Pandey said, “It has been incredible working with 82.5 Communications on the launch of our new Telugu digital platform, ABP Desam. They understood the Telugu market, and coalesced their creative concepts with regional elements, which made the campaign well-suited to our vision for ABP Desam”

Naveen Raman, Sr. Vice-President and Branch Head, 82.5 Communications, South, said, “Telugu is more than a language. It's a sense of belonging, it's a matter of pride, it's a way of building community. That's how passionate the people of Andhra Pradesh and Telangana are towards their language. We worked on that insight to celebrate their love towards the language through ABP Desam. This thinking is yet another example of what we as an agency do best — be a truly Indian agency by having an insider point of view and approach every time. We did it super successfully for ABP Nadu in Tamil Nadu. And now we are proud to do it again for ABP Desam.”

Sangeetha Sampath and Ravi Cherussola, Group Creative Directors, 82.5 Communications, South said, “The unique history of Andhra Pradesh and Telangana requires an adept understanding of the people, their interests, and passions. A hyper local approach is of absolute essence, because when it comes to something as serious as news, the regional truth becomes important. The launch digital film celebrates and highlights this via the digital film, social media work and more.”

Credits:

Creative Lead: Sumanto Chattopadhyay: Chairman & CCO, 82.5 Communications, India

Business Head: Naveen Raman, Sr Vice President & Branch Head (South)

Creative Team: Sangeetha Sampath, Ravi Cherussola 

Planning: Sai Karthik

Account Management: Gladys John, Harini Raj

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