Verve turns 18

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | December 12, 2013
To celebrate its 18th birthday, the home grown fashion and lifestyle magazine has come up with several editorial initiatives for its loyal readers.

The monthly fashion and lifestyle magazine, Verve, is celebrating its 18th anniversary this month. To mark the occasion, it has come up with several editorial initiatives that are based on the theme of coming of age.

The bumper anniversary issue features stories on how celebrities such as Karan Johar and Ekta Kapoor throw popular parties to commemorate occasions such as coming of age.

To reflect the experiences of the past 18 years in its anniversary issue, it has featured Priyanka Chopra on the cover page. Chopra, a youth icon, has also shared her coming of age moments while Johar and Kapoor also shared their ways to celebrate a occasion.

The issue has contributions from several international writers such as Camilla Gibb, a Toronto based writer, Radhika Vaz, international stand up comedian and writer, Prasoon Joshi, an advertising industry stalwart, among others.

Three lady bartenders also share their exclusive recipes, along with quirky DJs and Hrishikesh, MasterChef Australia participant from Kohlapur, Maharashtra.

It also takes a walk down the memory lane and presents some of the finest images from the archives, along with a quote from 18 cover girls, and an interesting mix of contemporary art, dance and social trends.

Speaking about the issue, Sitanshi Talati Parikh, editor, online, Verve Online, says, "It has been 18 fabulous years for Verve. The home grown brand has always gone beyond in fashion and has done in-depth stories. The theme behind this issue was to celebrate while believing that it has come of age. We have kept in mind our readers who are stylish and fashionable."

The bumper issue has 278 pages (101 ad pages and 177 content pages) and is priced at Rs 150. The magazine has taken to OOH and the digital media to promote the issue. It has erected three billboards in Mumbai and one in Delhi, and is also promoting the anniversary issue through its Facebook account ( It is running small contests on FB to ensure a conversation is built around the issue.

Verve has a monthly circulation of 60,000 copies. The magazine targets the affluent stylish Indian who is fashionable, well travelled and educated. It began operations in 1995 and is published and edited by Anuradha Mahindra.

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