Home >> media-print >> Article

India Today Group’s Business Today undergoes revamp

23-November-2017
Font Size   16
India Today Group’s Business Today undergoes revamp

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. 

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