MaXposure Media cuts first birthday cake for ‘&’; invests Rs 1.5 cr on promotions

MaXposure Media cuts first birthday cake for ‘&’; invests Rs 1.5 cr on promotions

Author | Abhijeet Mukherjee | Tuesday, Sep 25,2007 9:02 AM

MaXposure Media cuts first birthday cake for ‘&’; invests Rs 1.5 cr on promotions

The Miami-based MaXposure Media Group is celebrating the first anniversary of its lifestyle magazine ‘&’ in India. The anniversary celebrations will be marked with a 15 km car rally in Delhi and Mumbai, while a Star Cruise is also on the cards.

The Group, which also has its own event management company ‘Equator’ and creative agency ‘Max Com’, had brought out two new magazines in the last two months. ‘andMore’ is a glam magazine, while ‘Forms’ is a high-end design magazine. The events lined up for the anniversary of ‘&’ have been organised by Equator, which is also supporting the promotional activities for the magazine.

The Group has invested more than Rs 1.5 crore on the promotional activities for ‘&’ that are lined up for the next 4-5 months. These include hoardings at major points, including airports in Delhi and Mumbai, and high-end posters and danglers. The group will also make use of other mass media like radio and print, and has plans to run its campaign for magazines like Cineblitz.

The Group has also associated with about 10-15 channels, include Zee Music, Zoom and NDTV Good Times, for content sharing for different formats of programmes based on the magazine, like its behind-the-scene activities. The Group would also make copies of the magazine available with coffee joints like Café Coffee Day and ice cream parlour Baskin Robbins.

“It is a product that is publicised more through word-of-mouth and is more subscription-driven. That is why we have resorted to association with clubs, five star hotels and brands for the distribution of ‘&’. We have associated with 60 five star hotels across the country. We have also associated with brands like Whirlpool for bulk copies, for the magazine to reach their customers who buy high-end products,” said Prakash Johari, Director, MaXposure Media Group.

High-end posters with funky messages would also be made available in select club washrooms to create a hype and interest in the brand. The Group is also in talks with film distributors for DVD packages of films that document the activities of ‘&’, which may be distributed along with the magazine.

“The magazine was launched in India with six people, and the number has multiplied to 58 people in just one year. Initially, we were just in Delhi, but we eventually spread to Mumbai and Chennai, and have representatives in seven cities, including Jaipur, Kolkata, Cochin and Bangalore. We have recruited people in the editorial who are products of best-known professional institutions and who have already proved their mettle in the field. This month, we broke even in a business that required an investment of around $1 million,” added Johari.

“When we started out, we were a quarterly; then we changed to bi-monthly and eventually into a monthly. As far as advertisers are concerned, we are very focussed and do not believe in wrong mix of advertisements. We have all the major international brands with us. We have managed to associate with even some of those who normally do not advertise unless a magazine is a year old,” Johari elaborated.

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