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Mumbai gets its first auto rickshaw magazine – ‘Meter Down’

16-March-2010
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Mumbai gets its first auto rickshaw magazine – ‘Meter Down’

Founded by three young entrepreneurs, ‘Meter Down’, a 24-page general interest monthly magazine, has been launched in Mumbai earlier in March. The idea is to provide passengers travelling in Mumbai’s auto rickshaws with short, crisp and quick-to-read articles that’ll ensure a delightful ride.

The general interest magazine will be placed in auto rickshaws free of cost for the passengers and has something to offer to everyone – from college-going teenagers to working professionals and even housewives. ‘Meter Down’ features a mix of travel, entrepreneurship, lifestyle and fashion-related articles. The magazine will have sections like ‘Ur-Bazaar: A place to buy and sell’ and ‘A Local Area Guide’, etc.

The magazine will initially be placed in 500 auto rickshaws between Bandra and Goregaon. It will have a print run of 300 copies in order to ensure that copies will be refilled as and when necessary. In addition to this, the 24-page magazine will have 19 editorial pages and five full-page ads.

Being a new venture, ‘Meter Down’ will rely on word of mouth publicity and social media for its promotion. This apart, the Meter Down fan page on Facebook has claimed to have reached 500 fans in less than 45 days without spending a single penny on advertising.

In conversation with exchange4media, Mulchand Dedhia, Founder, Meter Down, said, “‘Meter Down’ magazine, India’s first auto rickshaw magazine, is a general interest magazine that’ll be placed in auto rickshaws free of cost for the passengers. Since a wide variety of people travel through auto rickshaws, the magazine has something interesting to offer to everyone from the college-going teenager to the working professional and even the housewife.”

On the expansion plans, Dedhia said, “Though Meter Down is based in Mumbai, we look forward to taking it to other cities in India, but first we would like to consolidate our base in Mumbai. We plan to expand up to Borivali in the next five to six months and then in the central suburbs within a year’s time.”

On advertisers’ response, he said, “The first issue features one of the most trusted names in the field of finance – SBI Mutual Fund. There is also FX School, an upcoming animation school that has quickly established itself as a ‘The Place’ for students wanting to learn animation/film making/ VFX and photography. There is also Art School, a very niche vendor of exquisite art materials. We are also in talks with two major apparel brands for the next month.”

‘Meter Down’ is founded by three young entrepreneurs – Mulchand Dedhia, 24, an advertising graduate, who has also completed his post-graduation in business management. He is a photographer by profession and entrepreneur by heart.

Simi Sailopal, 23, a writer-cum-PR professional, who has also done a course in Broadcast Journalism from the University of Sheffield, UK, and Ishan R Mehta, 23, a Mass Media graduate with specialisation in advertising. He had started his career with Hungama Mobile as a Senior Content Writer and then soon moved on to Ogilvy One to work as a copywriter.

Dedhia is the Publisher, Sailopal is into Strategy/PR, while Mehta is the Editor.

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