marriage season on a roll, everyone in the family gears up to give brides the best advice and tips, even on what they should wear. Well, now there's a new member in the family: Brides Now, the newly launched bride's guide from Ogaan Publications. The launch of the magazine on December 7 was marked by a special showcase of designer bridal wear at the Ogaan flagship store in New Delhi.
Ogaan Publications also publishes fashion magazine Elle, a title owned by Hachette Filipacchi Medias (HFM). Elle came to India in 1996, under Kavita Bhartia.
Apart from Elle, Ogaan Publications publishes Elle Décor, a lifestyle interiors magazine which was brought to India in November 2000. In January 2006, the group released a magazine dedicated to the luxury and fine living segment, Beautiful People.
Brides Now is a premium quarterly magazine priced at Rs 100. The magazine is a handbook to preparing a bride and her wedding with details on beauty styles, fashion trends, dream honeymoons and planning the big occasion itself. It has something for men, too - special features on fashion and beauty.
Raunaq Roy, editor, Brides Now, says, "The bride of today is very different from the bride we saw five years back - she knows exactly what she wants to wear, and who is supposed to design what she is to wear. I have in place an editorial team which writes for the magazine as if they are the brides themselves! The focus has now shifted from just the families to the bride and the groom, and looking at that, we are putting in place a guidebook which brings to the bride various options that will help her make the best choice in every aspect."
The magazine plans to leverage its group publications for its promotions. Apart from that, outdoor, a bit here and there, can be seen in Mumbai and Delhi. The magazine is also looking forward to some online promotions. Brides Now has tied up with a few brands that are players in the bridal retail segment to offer complimentary issues of the magazine to brides to be.
The total circulation for the magazine is 32,000, and complimenatry copies would be over and above this number, if any. Minal Surve is the publisher of the magazine; Ritu Mathur is general manager, marketing, and Almona Bhatia is in charge of its advertising and sales.