The April issues of Grihshobha and Woman's Era will see what is said to be “the largest ever collaborative cover in magazine publishing in India”. A promotion for Tanishq Jewellery, the SuperWrap Cover is spread across eight A4 sides and folds around the main magazine multiple times. The cover unfurls itself to present one continuous expanse equivalent to four magazine covers each side. It will be featured in six of the eight language editions of Grihshobha, and also Woman’s Era.
The 8-page SuperWrap concept is a joint effort of the Grihshobha Marketing Innovation team and the marketing team at Tanishq and Maxus Bangalore.
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Paresh Nath, editor and publisher, Delhi Press Group, said of the making of the innovation, "It was a nearly impossible task at first, as it challenged established production norms and would require a complete change in the fundamental process by which a magazine is published. More so for the large numbers we publish. In the end, the spirit of innovation lead to the discovery of another indigenous process by which we are gearing up for several more orders for SuperWrap that are in the pipeline."
The core concept was to bring together the entire Tanishq Jewellery wedding range under one single viewing for exhibit value, selectivity, and decision-making. Sirish Chandrashekar, senior manager - marketing at Tanishq, said, "The grandiosity of a SuperWrap Cover canvas is bound to yield an immediate and upward perceptual spiral along with a huge trust build-up for the brand.”
“When Grihshobha first approached us with the SuperWrap idea, we were stunned by the audacity of the scope of the project. We were not sure on the operational possibilities of executing the idea. Nevertheless, as both Grihshobha and Women’s Era readers are a part of our core high-spending household target consumers and the numbers were large, we decided to jointly explore the idea to its logical end. It’s been an amazing enterprise of joint efforts and a dedicated production team from Delhi Press, which has successfully created this media milestone,” said Kishankumar Shyamalan, senior investment director, Maxus South.
"The client while apportioning a large part of their print budget to this brand creative innovation was also highly enthused at the potential of adding another first to brand Tanishq's endeavors of
being viewed as pioneers in marketing brand innovation," added Victor Britto, investment group head of Maxus.
A total of 800,000 covers have been printed (combined print runs of Grihshobha and Women’s Era) with the innovation.