Euro RSCG bags the ‘Maxim’ account

Aditi Bhan

agencyfaqs!

NEW DELHI

Following a multi-agency pitch, Euro RSCG has bagged the creative duties for ‘Maxim’, the general interest magazine for men.

‘Maxim’, which is a popular international title, will be launched in India by Media TransAsia. The size of the business is estimated at Rs 2-3 crore. The other agencies in the fray were FCBi, Capital, TBWA, Madison and Twohmp Communications.

Speaking to agencyfaqs!, Ankur Bhatia, marketing manager, ‘Maxim’, said that the publication wanted to give the business to an agency that felt passionately about the brand. And that’s where Euro RSCG fitted the bill.

As Satbir Singh, V-P, creative, Euro RSCG, says, “Certain things are done for work, but some are also done for fun – ‘Maxim’ is among the latter.”

Singh adds, “We plan to exploit the USP of the magazine to its maximum. It’s a welcome change as there is a need for a men’s magazine. Moreover, the magazine offers everything that a man desires – cars, gadgets, gizmos and, of course, women.”

The publication plans to launch both television and print campaigns targeted at men, preferably young adults. Besides, it is also planning to have a 360-degree marketing campaign, including the Web and outdoor.

For the record, ‘Maxim’ is a 10-year-old title, which is distributed in 43 countries, has a paid circulation of 41 lakh copies and a readership of about 2.1 crore.

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