Go Beyond Black and White by Embracing the Grey

In a world that is used to processing what we hear as being either black or white, ABP Studios, part of ABP Network, is set to nurture the grey, that unexplored area that actually narrates the hidden perceptions, untold imperfections, or contradictory perspectives. By classifying things as black or white, we unconsciously take sides, letting the vast possibilities of the grey zone go to waste. This is why ABP Studios, “Restorers of Yesterday, Creators of Tomorrow,” emerges with the aim to produce disruptive content that engages, entertains, and enlightens the audience no matter their age, gender, or location.

The studio promises to take hyper-local Indian stories, reimagine them by transcending the black and white, and then present them to the rest of the world. An archive of facts, knowledge, and literature will accompany the storyteller on his journey, introducing the stories to the new-age public in a manner that’s both relevant and relatable. In short, ABP Studios’ will challenge the audience to think AND act.

Determined by the fact that society shouldn’t fall prey to stereotypes of black or white, the company joined hands with the team at 82.5 Communications, part of the Ogilvy Group, giving them the task to create its positioning and communication strategy. The Mumbai-based agency, along with Beyond Studios, brought the studio’s principles to life as can be seen in a short video. In the words of Zulfia Waris, Business Head, ABP Studios, “They have certainly been able to breathe life into our vision.”

Shot in black and white at the beginning, the “Stories Beyond Black or White” film can be interpreted as a metaphor for how the world reacts to stories, having a tendency to take sides. As the action of the video unfolds, we see how these shades merge to form grey, that area that allows “perceptions to bloom, imperfections to shine, individuality to be born, and heroes to rise.” Transitioning from black and white to welcoming grey is, in fact, a manifestation of our minds opening up (to colors – in this case to red, the brand color).

Avinash Pandey, CEO, ABP Network: “It has been a truly memorable experience working with 82.5 Communications on conceptualizing and giving life to our new content division — ABP Studios. Stories beyond Black or White is a unique concept that gives us the creative liberty to go beyond mainstream and glean hidden meanings within the depth of things, concepts, and stories. 82.5 Communications has successfully created a messaging that is eloquent of the true vision of ABP Studios.”

Sumanto Chattopadhyay, Chairman, 82.5 Communications, added: “Can the true colors of life emerge from grey? Yes, they can and they do — that is the message with which ABP Studios launches. With its rich repository of authentic Indian stories and its commitment to showing every facet of the facts, the grey reveals to the world the million shades of meaning within it.”

Stories that don’t force a binary perspective upon viewers define ABP Studios’ brand promise of “Stories that read between the lines.” Understanding the grey is the key to unlocking a story as this shade invites the public to delve deeper.