Vartha Group of Publications has expanded its portfolio with the launch of its lifestyle magazine, ‘Jade’. The South-focussed magazine is priced at Rs 100. With a content of high-end lifestyle and trends, ‘Jade’ will target the urban SEC A segment of readers nationally and in South India.
Speaking on the launch of ‘Jade’, Gaurav Sanghi, Executive Director, AGA Publications Ltd, said, “‘Jade’ is a national magazine with an inclination towards South India. South is fast taking to a modern lifestyle and ‘Jade’ is going to provide a platform to this upcoming modern society. The magazine will, however, continue to be projected as a national magazine.”
‘Jade’ will have content targeting the urban population and will include interviews with CEOs, urban professionals and socialites. It will carry stories on trends, people, food, travel, people’s passions, fashion, beauty and events. The magazine claims to capture the luxury, people and the good life of South India and give it national exposure.
The magazine has roped in Amy Fernandes to head the Editorial team as Editorial Director. Sugatha Menon has been appointed as Executive Editor, while Suchitra Rao is the Art Director.
Elaborating on the magazine’s marketing strategy, Sanghi said, “We are looking at a lot of innovative marketing as our audience will be the high-end urban professional class. Instead of investing heavily on print and other mainstream communication, we will concentrate more on events such as fashion shows, charity concerts and so on.”
Considering South to be a relatively untouched market, ‘Jade’ is planning to make headway into the virgin markets of South.
The magazine has run its first cover with model-turned-actress Deepika Padukone sharing her south Indian connections. It plans to cover more on fashion, trends, luxury along with a mix of interviews of CEOs and other well-known personalities from South India.