Business magazine Forbes is officially launching in India on May 21, 2009. To coincide with this launch, the magazine is unveiling a new campaign, which breaks today. Conceptualised by Cell18, the TVC will be on air for two weeks, which will then be followed by a second film. The film has been shot and directed by Zubin Driver, and scripted by Alok Nanda Communications.
Commenting on the ad, Zubin Driver, CEO, Cell18, said, “The brief we got from Forbes was to project the brand an iconic brand, and that it doesn’t really need to be sold.”
The TVC depicts a scene where a senior CEO is sitting in his private chamber and reading the Forbes magazine. His four butlers are hovering around him, each with his own ritual on how to read the Forbes magazine. The butlers finally leave the CEO alone, to continue reading the magazine.
Driver explained, “It is a subtle and understated TVC, which fits into the brand personality of Forbes, which is iconic, influential and powerful. Our task was to maintain that level of pedigree, which we think we have achieved in this film.”
He further said, “We are targeting Forbes readers and potential Forbes readers. CEOs and business leaders are our main targets. Forbes is now in India. When you read the Forbes, it becomes a sacred experience.”
It may be recalled that in December 2007, Forbes Media had tied up with TV18, a group company of Network18, to launch the magazine in India. Steve Forbes, Chairman, CEO and Editor-in-Chief, Forbes, is in India to officially unveil the magazine at a ceremony in Mumbai on May 21, 2009.
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