Top Story

e4m_logo.png

Home >> International >> Article

Chitralekha Group to launch Priyadarshini, to tap women readers

13-August-2001
Font Size   16
Chitralekha Group to launch Priyadarshini, to tap women readers

The Rs 40 crore Gujarati media house, Chitralekha Group, is launching a 16-page supplement for women called Priyadarshini. The supplement will be offered free with the weekly Gujarati magazine Chitralekha. Priyadarshini is being positioned on a “trenditional” platform, offering the reader a blend of trendy and traditional features.

The price of Chitralekha will be increased to Rs 12 from September 1. In 1998, the group started a two-page feature section in Chitralekha for women-branded Priyadarshini. It was well received and there was a demand for more such stuff. Therefore the group decided to launch it separately. Depending on the success of the new product the group may think of circulating it independently, said the company’s associate publisher and editor, Bharat Kapadia.

Priyadarshini is being positioned on a “trenditional” platform, offering the reader a blend of trendy and traditional features. According to Kapadia, Priyadarshini will become the leading women’s magazine in Gujarati from the day of its launch as it will be distributed free with Chitralekha which boasts of a circulation of close to 2 lakh 70,000 copies.

The teaser advertisements have already started to show in Chitralekha. Print ads in Gujarati dailies will be followed by television advertising on the regional channels.

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)