Arms Crestra nets creative duties for Auto Bild

By Neha Kalra , afaqs!, New Delhi | In Advertising | July 01, 2008
In the first phase, the brand is looking at a strong launch programme, to be followed by a brand positioning and brand building campaign


Crestra, the joint venture started by Debashis Bose, ex-chief executive officer, and Sangeeta Sen, former vice-president, creative of Hakuhodo Percept, and Reet Singh Ahluwalia, chairman, Arms Group, has won the creative duties for the recently launched magazine, Auto Bild.

Auto Bild, the largest selling international auto magazine, has been launched in India by ITAS (India Today - Axel Springer). ITAS is the joint venture between the India Today Group and Axel Springer International, a German publishing house with interests in newspapers, magazines, television and radio. India Today has a majority stake of 51 per cent in ITAS, while Alex Springer holds 49 per cent.

Debashis Bose
Debashis Bose, managing director and CEO, Arms Crestra, says, "The brand is positioned as the ultimate car expert for car owners hungry for cutting edge advice on all aspects - be it buying, maintenance, accessorising or selling. Auto Bild is easy to read, 'edutains' and is like a breath of fresh air in a magazine genre that is attracting not just aficionados, but also new readers."

Talking to afaqs!, Aseem Kapoor, publishing director, ITAS, says, "The first phase will focus more on the launch of the magazine in the market." Print ads will be released in leading dailies in the top five metros, Delhi, Mumbai, Bengaluru, Chennai and Hyderabad (in that order of priority). Outdoor will be used as a reminder medium. Radio and trade journals will be utilised as well. The company will also make the most of the group publications to promote the brand.

In the second phase, the company is looking at a brand positioning and brand building campaign. Kapoor would not comment on the possibility of a television campaign.

A number of players exist in auto journalism, in magazine as well as online; these include Auto Car, Auto Bharti, Auto Focus Asia, Motor Trend and Automobile.

Though he did not speak about the advertising and marketing spends for the brand, Kapoor confirms that the ad budget is fairly robust and higher than that of other industry players.

The magazine is targeted at men in the SEC A and B1 categories in the metros, in the age band of 25-44 years. Tier II cities, with million plus populations, are also being considered.

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