Condè Nast India launched its new magazine Architectural Digest (AD) on March 9, 2012. The Indian edition of this bi-monthly magazine is the ninth edition around the world and the second English language one.
AD will showcase beautiful homes through its still-life photo shoots, trend stories, profiles of architects and designers, and tips from experts.
“Condè Nast entered the Indian market only five years ago. In that time we have brought Vogue, GQ Conde Nast Traveller and our Digital platform to the Indian consumer. Architectural Digest is our fourth title,” said Alex Kuruvilla, Managing Director, Condè Nast India, while speaking to exchange4media.
“We believe it’s the right time to launch AD in India, given that currently India is undergoing a transformation in architecture, art and interior design with high-end real estate projects springing up all across the country,” he added.
Priced at Rs 150, AD India is targeted at affluent Indian men and women belonging to the age group of 25 to 50 years. It is for people looking to create lush living spaces and willing to invest significant amount of money on their homes.
Talking further about the marketing strategy and target group, Kuruvilla said, “We will adopt several customised marketing strategies that will reach the target audience and stakeholders. The promotion will include brand campaigning, participation from design schools and colleges, and shop window contest wherein retail stores and boutiques will have to dress up its windows in the launch week.”
The magazine has a large number of advertisers from the interiors and design space including a number of international home and interior design brands, as well as, some Indian design stores and home furnishing brands.
Oona Dhabhar, Marketing Director, Condè Nast India said, “Our aim is to capture the attention of new home owners and renovators, architects and designers as well as design enthusiasts. The magazine will be available in general news stand, key book stores, airport bookstores and other non-conventional stores.”
“Most of the stories will be produced specifically for the Indian audience. But AD India is part of a network of nine editions around the world, which means we will use material on international homes, so that the magazine is rooted in India but has a global perspective,” said Manju Sara Rajan, Editor, Architectural Digest India.
For the record, Architectural Digest is currently present in the United States, Italy, Germany, France, Mexico, Russia, Spain, China and now, India.