Tanishq glitters with Grehlakshmi

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | December 18, 2014
The women magazine customised the cover page of the December issue into four different designs depending upon the market the magazine was distributed.

Grehlakshmi, the Hindi women magazine from Diamond Publications, created an innovation for Tanishq, the jewellery brand form Titan Industries, for its 2014 December issue, where it customised the cover page and created four different cover pages for different markets.

Grehlakshmi cover pages for different markets December 2014 issue

The publication created the cover images with women clad in jewellery with each one of them representing the styles popular in their region. The four different covers gave touch of a Bengali, Marathi, Marwari, and Bihari touch to the cover.

Manish Verma, director, marketing, Diamond Group of Publication, says, "The idea was to make the brand relevant to the consumers who are present across geographies and have different cultures, tastes and traditions. One solution does not fit all. So we created four different covers for Bihar, Maharashtra, Eatern and Northern market."

The issue was promoted via the social media of Tanishq along with their stores.
The publication further conducted a testimonial activity for the brand where it invited readers to share their experience with the brand. All they had to give a miss call (18001205223) on a number and the call centre would call back and note their feed back.

According to Verma, the three month activity got tHe brand over 40,000 calls.

The idea with feedback helps the brand to improve itself. This activity can have multiple objectives depending upon the brand requirements such as Sampling, consumer connect and feedback mechanism, Competition analysis, Market research, Insights on the brand, Pain areas with the category, Need Gaps, Brand USP's, Target markets - Rural / Non rural / Metro / Non metro and Viral Marketing solution.

Verma says, "Magazines are an important tool with which such innovations can be done as the attention span of the consumers is very high and retention period for the magazines is high."

Grehlakshmi targets the urban females between 25-35 years and is present across the Hindi Belt which includes MP, UP, HP, Haryana, Maharashtra and other places.
It claims monthly circulation of over 3,70,000 and most of it is sold via the stand sale.
Grehlakshmi is coming from the house of Diamond Group of Publication which also includes publications such as Cricket Today, Sadhna Path, Power Learning, Current Affairs, Comics and others.

The publication was established in 1948, and comes out with fiction, non-fiction, religion, culture, health, yoga, astrology, sports, biographies, poetry, humour, literature and also for children in English, Hindi, Urdu, Bengali, Marathi, Gujarati, Oriya, Assamese and even French. It has published about 2000 titles in Hindi, 600 in English, 200 in Urdu and 100 in Bengali. It has also published more than 6000 titles under popular comics series.

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