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.
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.