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Tanishq Super Wraps Grihshobha and Woman’s Era

31-March-2011
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Tanishq Super Wraps Grihshobha and Woman’s Era

Delhi Press Group publications - Grihshobha and Woman’s Era - in collaboration with Tanishq Jewellery, is unveiling the largest ever collaborative cover in magazine publishing in India. Spread across eight A4 sides, the SuperWrap cover folds around the main magazine multiple times. The cover unfurls itself to present one continuous expanse equivalent to four magazine covers each side. The cover is featured in the April issues of six of the eight language editions of Grihshobha and in Woman’s Era.

The eight-page SuperWrap concept is a joint effort of the Grihshobha Marketing Innovation team and the marketing team at Tanishq and Maxus Bangalore.

The release order spans seven languages of the Delhi Press Group. The Tanishq SuperWrap covers (quite literally) all its flagship properties, and will appear simultaneously in the April 1, 2011 issue of Grihshobha Hindi, Marathi, Kannada, Gujarati, Bangla and Tamil, and Woman's Era in English. All seven magazines together will be the flag-bearers of this innovative cover, which wraps itself around the magazine twice over, lending a quadruple spread on the outside and inside of the magazine.

The concept that evolved through the quest for an innovation, sought by Tanishq, was initiated and fine-tuned by the entire team at Delhi Press and appreciated in letter and spirit by the entire teams at both Tanishq and Maxus Bangalore - both teams who contributed to chiseling the idea to perfection.

Sharing the concept, Paresh Nath, Editor & Publisher, Delhi Press Group, said, “It was a nearly impossible task at first, as it challenged established production norms and would require to completely change the fundamental process by which a magazine is published. More so for the large numbers we publish.” He went on to add, “In the end, the spirit of innovation led to the discovery of another indigenous process by which we are gearing up to for the several more orders for SuperWrap that are in the pipeline.” These efforts were accomplished without any delay for more than 800,000 covers at the high-speed printing and production facilities of the Delhi Press Group.

Bhuwan Gaurav, Head - Marketing at Tanishq & Zoya, added here, “This is a simple, yet game-changing and awe-inspiring canvas." The core concept was to bring together the entire Tanishq wedding range jewellery under one single viewing for exhibit value, selectivity, and decision-making.

Anant Nath, Director, Delhi Press Group, noted, “This was a perfectly planned execution from the conceptualisation of the idea by the sales team, to every step through dummy visualisation, idea presentation, and finally a win-win closure with the client.”

Sirish Chandrashekar, Senior Manager, Marketing, Tanishq, who championed this project from the advertiser-end, pointed out, “The grandiosity of a SuperWrap cover canvas is bound to yield an immediate and upward perceptual spiral along with a huge trust build-up for the brand.” He added, “Apart from being a delight for our creative team to work on, it was a wonderful experience to have worked with the Delhi Press Group Sales & Marketing team, whose complete involvement at every stage helped us navigate through all uncertainties in execution of this spectacular opportunity to experience.”

Amyt Bhatia, Director - Sales & Marketing, Delhi Press Group, who led the conceptualisation, visualisation and canvassing, narrated, “The SuperWrap Cover is a game-changer for the way magazines are perceived and experienced by both readers and advertisers, anywhere in the world, iconic in its disruptive and yet inclusive format. This innovation seemingly has never been crafted in such splendour in the known history of magazine publishing, and with this, we have a pipeline of orders, which we will only do selectively, with brands which give and take from the grandiosity of the SuperWrap cover.”

M Sajeevan – Clusterhead-Print, GroupM and Victor Britto, Investment Group Head of Maxus, who together guided the execution of the media activation from Maxus Bangalore, highlighted, “This would not have been possible without the cohesiveness and integration of the Delhi Press Team with our client Tanishq’s objectives. Delhi Press has not just earned a large chunk of investment from the advertising pie, but a leap of faith by their roster of clients such as Tanishq.” Sanchayeeta Verma, General Manager, Maxus, added here, “We are proud to be part of making history with a never-known-before media innovation in the magazine business.” This cover was designed and tested across groups of readers to view the information consumption pattern and the physical handling of an eight-sided cover. Creative execution took all the research facts into account.

“When Grihshobha first approached us with the SuperWrap idea, we were stunned by the audacity of the scope of the project,” reminisced Kishankumar Shyamalan, Senior Investment Director, Maxus South. “We were not sure on the operational possibilities of executing the idea. Nevertheless, as both Grihshobha and Women’s Era readers are a part of our core high-spending household target consumers and the numbers were large, we decided to jointly explore the idea to its logical end. It’s been an amazing enterprise of joint efforts and a dedicated production team from Delhi Press, which has successfully created this media milestone,” he added.

The actual deal value is under a SuperWrap, but the single-insertion, simultaneous release deal is touted to be a very high value deal by any yardstick. For the magazine business, this is proportionately larger than the massive innovation done recently by some leading dailies with an automobile major. Especially since the entire activation is on the first day of the financial year.

Importantly, it is exclusively with Delhi Press, since it is at their printing facility, that the production flow of integrating a stunning large cover with multiple folds onto the main body of Grihshobha and Women’s Era manually without slowing the processes. Rajinder Grover, General Manager - South, Delhi Press, backed by Kumaran Gangadharan, who heads Bangalore region, said, “It proved to be a big but highly satisfying challenge. Not only were a total of 800,000 covers printed (combined print runs of Grihshobha and Women’s Era), but the folding with a large spine had its own challenges.”

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