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Others Marwar Mega Wedding Show: Time for brands to tie the nuptial knot with the audience

Marwar Mega Wedding Show: Time for brands to tie the nuptial knot with the audience

Author | Saurabh Niranjan Turakhia | Thursday, Aug 11,2005 7:52 AM

Marwar Mega Wedding Show: Time for brands to tie the nuptial knot with the audience

Noticing a synergy with particular events, Arpan Publishing Pvt Ltd, the publishing house behind ‘Marwar’ magazine, is all set to host the ‘Marwar Mega Wedding Show’ at the World Trade Centre (Expo Centre) in Mumbai from August 26 to 28.

Into its sixth year now, the wedding show differentiates itself by way of interactive shows for brides to provide her with advice before she starts her new life as well as presence of numerologists, portrait artists and experts on hair and skin care. The event will also have a session on choreography in its bid to capture the attention of diverse interest groups.

Justifying the connect and hence, Marwar’s involvement with this event, Smita Anand, President, Arpan Publishing, said, “The Marwar Mega Wedding Show was initially conceived as a community initiative, a logical extension of the brand. However, Indian weddings being an activity of celebration and entertainment in its own right, the show has been interpreted by the consumer as being more than just a Marwari community activity. A lot of ‘likeminded’ and ‘like spending’ groups have flocked to the event making it the most successful and excusive wedding event in India.”

With more fragmentation becoming the order of the day, niche media have sprung up to the opportunity that lies for them. Elaborating on the emergence of niche media, Anand said, “Media business is evolving to be able to cater to all kinds of requirements. While mass media has its own role to play in the general news and entertainment areas, interest segments and special groups are catered to by what is loosely called the niche media. Niche media relies on segmenting the market by various parameters to come up with small yet potent audiences.”

Speaking on the association with the Marwari community, Anand explained, “We have gone the ethnic group route and come up with a highly influential and strongly knit group – the Marwaris. The group is extremely cohesive and its achievements are a good rallying point for its members to take almost tribal pride. This pride is the source of the interest that our readers take in our content.”

For the mega event, invites are being sent to people from different categories like jewellers, designer wear, event planners, honeymoon packages, gift articles, caterers, etc to be part of the event wherein they display and sell their unique products and services to the affluent visitors of the show.

Denying that Marwar is skewed in favour of women, Anand insisted, “Marwar is a magazine for the families. Having said that, it is true that we also have female profiles in the magazine.”

Anand further reiterated the importance of linkage with the community, “We have been successful in holding the interest of the community and thereby created an extremely valuable audience. By virtue of being the most successful community in India, the Marwaris have the highest capacity to spend and as much requirement the most potent market for super luxury goods. In fact, this group may be the single largest consumer of the most exclusive brands of jewellery watches and such products, which may be way beyond the reach of most Indian communities. Marwar readers thus are a unique audience and attract exclusive patronage of a host of global brands.”

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