Twenty Onwards Media Pvt Ltd, a newly founded media company, launched a lifestyle magazine, ‘Traffic Life’, on November 20. The magazine is aimed at the urban youth and claims to address a sorely felt shortcoming in the Indian market by delivering interesting, engaging, innovative content.
The 140-page magazine is priced at Rs 50 and is targeted at both male and female readers. The content would include everything pertaining to Indian life and not just traditional lifestyle topics like fashion, movies and music.
Jatin Varma, Editor-in-Chief of the magazine, and Director of Twenty Onwards Media, said, “Twenty Onwards Media is a start-up aimed at tapping the fast changing Indian media landscape, from publishing all the way to TV production. ‘Traffic Life’ is only the beginning of this effort to deliver interesting content in all forms of media. We have plans to move into developing a music label by the name of ‘Basement Records’ to promote young singers as well as young aspiring writers.”
With Twenty Onwards Media, Varma, just 23, wishes to create a one-stop creative solutions company with its own photo agency, design studio as well as an audio-visual production house. With a young and fresh team for each venture, Varma plans to take Twenty Onwards Media places soon.
Varma was in US for his studies, after which he worked in the finance department of a company for a while, He returned to India after nearly five years in the US. “I came up with the idea for the company and the magazine and sold the idea to people who would invest in such a start-up. They did, and I moved back to India in early 2007 and started the venture,” Varma infomed.
Explaining the choice of name for the magazine, he said, “The name ‘Traffic’ is there simply because we are essentially a general interest magazine for the younger urban audience. You’ll see it is a mix of so many things pertinent to your urban life experience. So, very aptly, it’s your ‘Traffic Life’. It’s the great Indian urban mix. You’d also notice we are heavy on the visual side, photo essays and features, we are trying to create a new segment and make the reading experience more interesting and interactive for the readers.”
The magazine would have different themes every month. The inaugural issue is the ‘Filmy’ issue that deals with films and filmmaking. The cover page had Vinay Pathak of ‘Bheja Fry’ fame, which represented the changing face of Indian Cinema, said Varma.
In addition to that the magazine also has profile interviews with filmmakers as diverse as Apoorva Lakhia (‘Shootout at Lokhandwala’), Pradeep Sarkar (‘Laaga Chunari Mein Daag’), and Sabiha Sumar (‘Khamosh Pani’). There are also articles on South Indian films and Pakistani Cinema by contributors such as Gautam Chintamani and Asad Hashim.
The Tangent section takes a comic look at Indian films, while the Entertainment section covers movies, music, books and online recommendations.
Varma further said, “The promotional activities are not much as we have a limited budget for that. We have plans to organise small events like game shows in colleges, activities like music nights at places of young gatherings like BPOs. We want to ensure that the magazine is available at the newsstands.”