The Association of Indian Magazines (AIM), in partnership with exchange4media, presented the AIM Engagement Survey to the media industry on July 11, 2012 in Bangalore, as part of a three-city tour.
Shailesh Chaturvedi, Managing Director and CEO, Tommy Hilfiger Apparels India addressed the gathering. He spoke on the importance of magazines as a medium to build connect with the TG.
He shared his experiences of working with various brands and the role magazines have played in engaging consumers.
“In mid 90s, Mudra and Allen Solly Apparel brands were built with the help of the magazine industry. India Today magazine helped strengthen both these brands. We felt that there was a synergy with India Today,” said Chaturvedi.
“I cannot image how these apparel ads would have looked in a black and white newspaper, in spite of the huge improvement in newspaper printing. Hence, we were clear that we would build the brand through magazines because of their quality, reach and readership,” he added.
Mudra, in a research, found that people used to feel very proud reading ‘India Today’ as it was a very progressive space for the consumers.
“We got lot more exposure. We saw in Mudra how magazine is a very important tool for brand building. Now, Tommy Hilfiger has become internationally recognised as we advertise in international magazines as well.”
Commenting on the selection of the medium Chaturvedi said, “We do not jump to a conclusion and say it is magazine or television medium that is the best. We see the cost effectiveness and also our objective. We talk about numbers, readership and engagement but we believe that when we advertise in a medium that is trustworthy, the opportunities for the brand to stay relevant in the consumers’ mind also increase.”