Conde Nast India, publishers of three titles - Vogue, GQ and Condé Nast Traveller – has unveiled a new corporate campaign to position the publication brand as an ideal vehicle for luxury advertising. The campaign, targeting media planners and brand managers, was created by Taproot India.
Commenting on the thought behind launching a new corporate campaign, Alex Kuruvilla, managing director, Conde Nast India explained, “I think we clearly had reached the inception point because we had taken a sort of brand-specific approach so far, and with Vogue, GQ, Conde Nast Traveller as well as the recent announcement of Architectural Digest, and separately with Conde Nast Digital. We found that amongst our key relationships which is the trade, the advertising community and the media community, everybody knew about the parts of the organisation that they were interacting with and probably didn’t have the big picture and we felt that we had now, in a very short span of little over four years, we had built India’s number one multimedia platform to connect with affluent consumers. We thought there were synergies that we needed to point out with the kind of dominant position we have in the luxury media space. We thought it is our job to evangelize the space and get his attention and get the attention of the likes of all the other media players and their brands, their advertisers and clients to expand the pie and therefore benefit the Conde Nast group.”
Kuruvilla informed that Taproot India was mandated to work on the new corporate campaign with the objective to communicate the brand message of evangelising the luxury space and therefore, drive home the necessity of luxury, and to say that the single-most powerful platform to connect to the premium audiences is Conde Nast.
On the rationale behind this campaign, he added, “In a nutshell, there are two parts to it. One is to communicate to the advertising and marketing community that the Conde Nast platform today, is the most widely reached and effective platform for the affluent audience. Secondly, to raise the awareness of the luxury market with the community so that they realize that this is the fastest growing community and therefore, it’s important that they pay attention to it and no more should it is second fiddle.”
View the print campaign here: