ABCL stands for change, empowerment and reform in the Indian society and believes in modern and liberal principles. As part of this the channel seriously believes in striving for a better society by taking up various social causes without any commercial angle. ABCL by far maybe the only media company in India which promotes awareness of 30 different social issues in collaboration with non-government organisations, motivated individuals and self conceptualised causes by the channel free of cost. The issues vary from empowerment, civic rights in the slums, gender issues, environmental initiatives, social evils, disaster management to mention a few.