India Today Group’s Business Today undergoes revamp

The core idea was to reposition the new BT as an idea that will help the business community, corporates, Indian and International companies and brands, senior managers, entrepreneurs rewire their logic to adapt to this rapidly changing business environment

by exchange4media Staff
Published - Nov 23, 2017 10:46 AM Updated: Nov 23, 2017 10:46 AM

BUSINESS TODAY has recently undergone a revamp in the look, content and focus to make the magazine more relevant to the current market and business scenario. 

The brief was simple, relaunch of Business Magazine and create a need, a hook to change behaviour and mindsets about how people conduct and view business. While others increasingly focus on delivering business information, BT will focus on disseminating business insights that will help the reader survive and thrive in a changing competitive environment.

There was a need to generate excitement and freshness around the new Business Today and the revised focus and presentation of the content and also create a strong differentiation between Business Today and the other business magazines. 

The core idea was to reposition the new BT as an idea that will help the business community, corporates, Indian and International companies and brands, senior managers, entrepreneurs rewire their logic to adapt to this rapidly changing business environment. 
 The agency, BEE Advertising came out with a refreshingly fresh positioning idea "REBRAIN" which uniquely captured the focus and concept of the new look BT which is to get people to think different, to think out-of-the-box and think future so as to be innovative and a step ahead of competition in these challenging times. So you either rebrain or you rot and get left behind.
 The idea was strengthened further by creating and acronym "ROR - Rebrain or Rot" along with a specially created and designed emoji to represent the concept of REBRAIN.

Vivek Malhotra, Group Chief Marketing Officer, India Today Group, says, “BEE Advertising understood the brief and related to the change planned for Business Today, while keeping in mind the brand values that make the magazine what it is. They suggested REBRAIN as an idea which effectively meant that people needed to change the way they think and do business. Working with us as a team and finalizing the concept of REBRAIN as well as taking forward the emoji idea suggested by us. They have done projects with us on other campaigns and created interesting and workable ideas and we are glad they are a part of our brand team so to speak.” 

Monisha Mitra, Director, BEE Advertising, says, “It was exciting and extremely challenging to be part of this project. How often does one get the chance to work on a relaunch of a magazine like Business Today and work with a group that is always on the go and challenging you to creatively think different. We wanted to create something unique, as differentiated as the brand itself. We understood that the idea had to be unique and fresh to get people to change the way they look at business. We all talk about rewire, rejuvenate, re establish….REBRAIN felt right. And the REBRAIN emoji and the acronym suggested by the team is a fabulous reflection of an idea that tells people you need to keep pace or be left behind. We use emojis in everyday life and we believe that the Rebrain emoji will get popular and become a business language of the future. It’s been a long but exciting time working with the team at Business Today.”

BEE Advertising is headed by Amitava Mitra and operates out of Delhi NCR. They have been in operations for three years and handle clients such as India Today Group, ECE Elevators, Snap-on Tools, NGK Spark Plugs, Paras Buildtech and Om Sweets to name a few. 

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