Top Story


Home >> Marketing >> Article

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

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.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems