Outlook Money, which recently completed 10 years, has come up with a print campaign to mark the occasion. The four-ad campaign has been created by Arms Crestra, an advertising entity run by former Hakuhodo Percept hands Debashis Bose and Sangeeta Sen. The campaign broke last week.
Commenting on the idea behind the campaign, Debashis Bose, MD & CEO Arms Crestra, said, “While researching readers of Outlook Money, we were amazed at the high degree of loyalty and conviction they had for the magazine – here was a rare brand that actually fulfilled its role and demystified personal finance. For the first time in India the common man had the confidence to go beyond standard fixed deposits and make his money work harder.”
Arms Crestra took this insight and ran with it. The four-ad campaign dwells on different facets of the magazines content like mutual funds, real estate investments, commodities, and stocks and insurance.
Commenting on the brief, Bose said, “The campaign proposition was: ‘Beat the odds’, and the creative rendition was to visually treat the testimonials as if they were lead stories in the magazine. The headlines are provocative and twist well-known proverbs into positive interpretations like ‘All that glitters is more gold’ and ‘After the boom comes the best’.”
Indranil Roy, President, Outlook Group, said, “Outlook Money has always played the role of an advisor to the retail investor. Through this campaign we have captured a few real life young investors who are have been ardent Outlook Money subscribers for many years and have been featured in the magazine in the past. The magazine’s objective is also to help readers to plan their finances well. The agency was briefed along the same lines and they have done a wonderful job.”
“This campaign will be run throughout the 10th anniversary year of the magazine. We have already released the first series in Mint, Outlook, Outlook Business, Outlook Profit and People. We have plans to release the campaign in other magazines and newspapers in the next few months,” Roy said, adding, “We are targeting anyone who is concerned about his future, and is willing to plan his financial goal.”