Campaign India Team
Sep 26, 2012

Vikatan Group to launch weekly 'Timepass' from Oct 6

Focused on entertainment, the title launches with a print run of five lakh copies, and a marketing budget of Rs 3.5 crore.

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Tamil magazine publishing company Vikatan Group is gearing up to launch yet another title, 'Timepass'. Bringing a new dimension to the Vikatan portfolio, Timepass will be an 'out-and-out' entertainment title aimed at young at heart, irreverent readers.

The new weekly will be priced at Rs 5 and the initial print run is five lakh copies. The first issue will hit the stands on Saturday, 6 October.
For Vikatan Group, it’s a diversion from the path it has always treaded - serious journalism.

Pravin Menon, national head - ad sales, Vikatan Group, said, "At Vikatan, we have an initiative called Hello Vikatan wherein people can call in on a particular number (tolled) and listen to three minutes capsule on a particular topic. The topic is normally announced in the magazine. From that database, we have taken the feedback from around 6000 people from across the State and tailor-made a product, which is Timepass".

"We want to make this as our case study of using our own subscription data, Hello Vikatan data and try and use them effectively," he added.

According to media watchers, at five rupees, in the entertainment space, and coming with VIkatan Group's backing, the magazine is expected to fly off the stands.

"We don't just have ambitious numbers in mind. We also have ambitious plans in terms of promoting this product. Apart from promoting the magazine in the Group publications, Vikatan Group will spend about Rs 3.5 crore in the next three months promoting the new title,’’ Menon said.

According to Menon the new title would be promoted through television channels, radio stations and cinema halls across Tamil Nadu besides a sampling exercise involving two lakh copies. The media campaign for the new magazine will break this weekend. Chennai based Paradox69 is the creative agency while Mindshare will handle media duties for the launch campaign.

The idea is to start with a print run of five lakh copies in the first six to seven weeks and then consolidate, Menon said.

This is the tenth title from the Vikatan Group, which has in its portfolio Ananda Vikatan, Aval Vikatan, Doctor Vikatan, Junior Vikatan, Chutti Vikatan, Shakti Vikatan, Pasumai Vikatan, Motor Vikatan and Naanayam Vikatan.

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