Home >> Advertising >> Article

Conde Nast India showcases ‘The necessity of luxury’

20-June-2011
Font Size   16
Conde Nast India showcases ‘The necessity of luxury’

It’s been over four years since Condé Nast entered India. In this short period, the group has created a multimedia platform reaching out to the affluent in India. In keeping with this, Conde Nast India has now launched a corporate campaign, titled ‘The Necessity of Luxury’.

Taproot India has conceptualised the corporate campaign for Conde Nast India. This campaign aims to reinforce the group’s leadership positioning in this space and highlight the role it plays in the growth of the luxury industry in India.

Speaking on the objective of the campaign, Oona Dhabhar, Marketing Director Condé Nast India explained, “The aim is to reinforce the group’s leadership positioning in the luxury space and highlight the role we play in the growth of the luxury industry in India. We want to disseminate this message in a more focused way amongst the trade and showcase our multimedia platform to all those who are trying to effectively communicate with the affluent’s – be it luxury, premium or the hi-end offerings of masstige brands.”

The agency Taproot created two approaches – one focussing on the philosophy of the campaign. These creatives are developed on the fundamental consumer insight that what would be necessities today were often luxuries historically. Complementing these are the other set of creatives which bring out the fact that luxury is no longer restricted to the elite in the new emerging India. The group have used some interesting facts to help bring this point out. Both sets are complementary and will be released in parallel to each other.

Explaining on the consumer insights, Dhabhar mentioned, “I think there are many insights around which the campaign is based – one basic one is the fact that while in the past luxury was considered wasteful and even the affluent would feel guilty about spending, today there is an entire generation that is indulging in guilt free consumption. Affluent consumers are happy to spend the money they have earned and are constantly seeking newer, better products, services and experiences. This constant up gradation that is being sought led us to our campaign tag line ‘The necessity of luxury’.”

She further added, “Another key insight is that luxury brands, experiences and offerings are known for superlative quality, often setting benchmarks for other categories. We at CNI have applied the same standards to our business and created the brands with the same rigour – be it importing our paper from Finland or shooting with some of the worlds’ biggest stars and photographers. We also have our print run audited by a third party auditor so that we can provide proof to our advertisers of the numbers we print. All this really helps set us apart from other magazines in the space. In short, we have internalised luxury in all our operations, be it editorial, production, marketing or distribution.”

According to Dhabhar, luxury in India is extremely nascent. In the media space Conde Nast titles are clearly seen to be high end / premium / luxury vs. most others, most of the clients are also from the premium and luxury space. Thus it is important to highlight the growth in the sector and help strengthen its evolution.

The campaign will be routed in the space and adapting the print campaign for the digital space but the focus of the campaign will remain in the print medium. The campaign is targeted at all the media planners and buyers as well as marketers who target the affluent.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye