Arms Crestra draws on consumer insight to craft launch campaign for ‘People’ magazine

Arms Crestra draws on consumer insight to craft launch campaign for ‘People’ magazine

Author | Puneet Bedi Bahri | Tuesday, Jul 08,2008 8:29 AM

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Arms Crestra draws on consumer insight to craft launch campaign for ‘People’ magazine

Close on the heels of bagging the creative duties of the recently launched magazine ‘Auto Bild, Arms Crestra has added another recently launched magazine, ‘People’, to its kitty. Arms Crestra is a new advertising entity run by former Hakuhodo Percept hands Debashis Bose and Sangeeta Sen.

‘People’ magazine has been launched in India by the Outlook Publishing Group through a licensing agreement with Time Inc. The magazine had revolutionised personality journalism in 1974 and is one of the world’s top celebrity news magazines. It made its debut in India on July 4.

Confirming the development, Indranil Roy, President, Outlook Group, said, “The account size is Rs 10 crore. The media duties will be handled by our in-house team. The brief that we gave to Arms Crestra was: ‘People’ as a brand is not so popular here in India, so one main objective should be to create brand awareness through the campaign. ‘People’ is a magazine that is associated with entertainment and glamour, and that is what should be translated through the campaign.”

Debashis Bose, MD & CEO, Arms Crestra, said, “‘People’ is a cultural phenomenon in America, where it is a ritual reading for over 43 million readers. It enjoys excellent credibility and readers see it as the gold standard in personality journalism. Our task is to communicate the magazine’s brand values in India in line with the global positioning.”

The general perception of celebrity magazines in India is that they resort to sensationalism and are read typically by housewives and teens. However, research conducted by Arms Crestra threw up the insight that everyone (secretly) wants to know more and emulate the beautiful, the famous and the rich. Accordingly, the brand’s communication strategy in India reflects this truth and widens the target audience definition to be more inclusive.

“The global brand positioning is: ‘People’ is a cultural force. We gave it more focus and differentiation to arrive at the campaign’s creative proposition. It’s an extension of the vicarious pleasure we experience when we see movies, watch our favourite serials or read novels,” Bose further said.

Sangeeta Sen, ED & Chief Creative Officer, Arms Crestra, said, “Our challenge was to communicate this brand positioning simply and effectively in a manner that was bright, bold and refreshing; and the launch campaign does just that. The creative uses the logo in an interesting way to cue celebrities with a single, universal message: ‘You know them as stars. Now know them as people’. Juxtaposed against vibrant backgrounds they make for eye-catching ads in print and out-of-home.”

Bose added, “The campaign has high visibility not only in print but also across a 360 range of integrated marketing communications – events, interactive, collaterals, outdoors, and some innovative OOH media as well. In Mumbai the campaign will be seen even on buses and local trains. The advertising and marketing activities for the magazine are going on in four cities – Mumbai, Delhi, Bangalore and Kolkata. Spillover in other cities would follow soon.”

“The campaign started a week back. A TVC is also in the pipeline and will be out shortly,” he further said.

Other key clients of Arms Crestra include DuPont, Blackberry, Outlook Publishing, India Today-Axel Springer, DEN Digital Entertainment Network, Minda Industries, International Cars & Motors, TCG Realty, and Vishal Retail, among others.

Also read:

‘People’ magazine hits Indian newsstands; fortnightly priced at Rs 30

Arms Communication to handle media duties of ‘Auto Bild’; Arms Crestra bags creative duties

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