The lifestyle division of India Today Group is all set to revamp its fashion magazine Harper’s Bazaar. In order to establish itself as household name, Harper’s Bazaar has a new team in place as well as has come up with a new brand campaign with the tagline ‘Always in Fashion’.
Explaining the objective behind moving from ‘Where fashion gets personal’ to ‘Always in Fashion’, Nishat Fatima, the newly appointed Editor of Harper’s Bazaar, said, “Timeless is an intrinsic element of Harper’s Bazaar is and fashion is a legacy of this magazine.”
She further said, “Since our launch in India, we have represented Harper’s Bazaar as a personal style magazine, now we are moving beyond personal style and stating that we are timeless.”
The promotional campaign will use the print, television, outdoor and digital mediums. Outdoor coverage in metros such as Delhi, Mumbai and Bangalore also involve some malls in these cities being branded with the magazine’s campaign. Print coverage in lifestyle magazines, trade newletters and digital amplification through trade e-mailers and banners have also been planned.
The group is taking new media very seriously and plans to tweet about events and guest interactions, as well as story updates on its Facebook page.
Talking about digital plans Fatima said, “Harper’s Bazaar was one of the first magazines on Facebook and my idea about digital is that if you do it well then do it, otherwise let others do it. Some of our content is available on the India Today site. A website for Harper’s Bazaar is there on our minds, but it won’t be up and running immediately.”
Sharing her insights on the new brand campaign and welcoming the new team at Harper’s Bazaar India, Mala Sekhri, Chief Operating Officer, Lifestyle Group, India Today Group, said, “The new appointments come at the right time as we unveil the new campaign for Harper’s Bazaar in India. We are happy to welcome Nishat back to the company. Her background and experience make her the perfect editor for Harper’s Bazaar India. We are confident that she will be able to lead the team and help the magazine retain its position as the must-read magazine for the latest fashion, beauty and lifestyle innovations.”
Fatima was part of the launch team of Harper’s Bazaar India from 2009 to 2010 as Deputy Editor, before taking a two-year break to pen a fictional novel. She has 12 years’ experience in journalism and has been associated with the introduction of The Times of India in Hyderabad and remodeling HT City with Hindustan Times. She has also written two coffee table books – one on Suneet Varma and another on Mumbai.