Top Story

e4m_logo.png

Home >> Marketing >> Article

ABP Group’s Unish Kuri extends itself to branded clothes and accessories

03-October-2005
Font Size   16
ABP Group’s Unish Kuri extends itself to branded clothes and accessories

Unish Kuri, a fortnightly Bengali magazine for college goers from the ABP Group, is set to formally launch its merchandise under the label of ‘UK’ in the first week of October. The launch will be marked with a three-day fashion carnival on October 2-4 at a club in Kolkata.

The clothes range has been very reasonably priced in the Rs 300 to Rs 1,000 range to fit the pocket money of the mid-market college goers. The range will include both casual and partywear and will have the ‘cool and bindaas’ look, which the youngsters want to project. Mugs and light jewellery under this brand name will also be available.

The clothes line has been designed by a couple of young budding designers, who were shortlisted by ‘Unish Kuri’.

According to Madhumita Chattopadhyay, General Manager, Bengali Magazines of ABP Group, “Basically, we are moving towards a cult model where magazine is just one of the expressions of the ‘Unish Kuri’ brand. Our objective is to essentially empower the youth.”

‘Unish Kuri’, which is priced at an affordable Rs 10, explores the various areas that might interest the 19-20-year olds. Launched around two years ago, it is somewhat along the lines of the international magazine ‘Seventeen’.

‘Moner Khobor’, ‘Mail-Email’ and ‘Message Board’ are some of the popular sections of this magazine, alongside the usual columns on fashion, etiquette, etc. It tries to impart contemporary concepts and issues in their idiom. Though meant for both sexes, the emphasis is more on girls. ‘Unish Kuri Career’, a separate monthly, explores different career options.

The Unish Kuri Club attempts to strengthen the bond amongst the youngsters. For a nominal fee, members get an identity card that allows them to participate in various activities, workshops of interest to this age group like grooming, etiquette, etc. The idea is to make these youngsters confident, both socially and intellectually. The membership card also allows them to avail of discounts at various popular outlets.

As part of permeating the world of its readers, ‘Unish Kuri’ will also participate in various college activities like freshers’ welcome, sponsorship of college fests and so on. There could soon even be a band under the ‘Unish Kuri’ banner to tap into the current popularity of Bangla bands.

Its content and community firmly in place, ‘Unish Kuri’, with the launch of its accessories, is now clearly trying to commercially leverage its equity in other domains.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow