The latest in the list of foreign publications hitting Indian newsstands is Italian style magazine ‘Grazia’, which is being launched by World Wide Media’s. The monthly magazine, priced at Rs 75, will be launched on April 7, 2008, and will be available in around 25 cities across the country. ‘Grazia India’ is the 10th edition since the magazine was first published in Italy in 1938. In Italy, ‘Grazia’ is published by the Mondadori Group.
“‘Grazia’ decided to partner WWM in India because no one understands the modern Indian woman better than us. Its friendly tone will appeal to the confident woman of today,” explained Tarun Rai, CEO, WWM.
Carla Vanni, Head of Grazia International Network, observed, “Fashion in India has a great future and Indian women are becoming more aware, and attracted to, ideas coming from Italy and the rest of the world. In future, this amalgamation of different worlds will lead to an increasingly international way of dressing, but with the Indian woman interpreting fashion in her own way and adding to it her own special touch.”
Nandini Bhalla, Editor, ‘Grazia’, said, “The magazine will also be an all-round source of information on beauty, health, lifestyle, celebrities and current events, making it more ‘fashionably wholesome’ than other style magazines. ‘Grazia’ recognises the modern woman’s need to stay in touch with what is happening around her while racing through her packed schedule.”
Elaborating on the promotion plans for the magazine, Anupama Bhalla, General Manager-Marketing, WWM, said, “The launch of the product would be supported by an extensive advertising and publicity campaign, which would include outdoor, newspapers, magazines as well as television. If I compare it with any other international edition, the closest would be the Italian edition, which has more emphasis on fashion.”
In addition, premium bookstores, magazine outlets, etc., would be part of the publicity by housing extensive signage, POS materials and allow for activities to address the people coming to the outlets. All creatives would be executed by the agency Republic.
WWM is a joint venture between The Times of India and BBC Worldwide. The JV also owns brands like ‘Femina’ and ‘Filmfare’, ‘BBC Top Gear’, and ‘Hello India’, among others.