Open says it's "The weekly for the young mind"

Open Magazine has two new TVCs on air as part of its new communication campaign. Through these, the magazine hopes to position itself as "The weekly for the young mind".

The first TVC features a man in his house, talking about how open is a mind that is waiting to be ignited, a discovery waiting to happen. In the second, the female protagonist is seen in a bookshop and she talks about society being open to thoughts and ideas as she looks around at different books. Both commercials end with the characters saying, "You are what you read", and the new baseline.

Speaking to Campaign India about the mandate for the commercials, George Koshy, senior creative director at Innocean Worldwide, said, " Open is an unusual magazine. It breaks the format of newsmagazines by going beyond just news and everyday occurrences, giving you a lot more to whet your appetite.  And so the challenge was to find an unusual communication solution to sell an unusual magazine. We started with the baseline - 'The weekly for the young mind' helping us cut across demographics, making it appealing to anyone who likes the unusual. The kind of people who are left of center.  The print campaign is unconventional in the way it uses copy to make up its visuals, while the headlines make you stop to think. The TVC too were made unconventionally, with unconventional settings and actors, taking away from the usual 'Addy' feel of other TVC’s on air. They explore the many meanings of the word ‘Open’ while dwelling on the many facets of the magazine itself. They sign off with a very thought provoking 'Everything else is a just a closed door, After all, you are what you read', as an afterthought that tends to linger in the mind."

The magazine's digital plans are already in place. Open has a full e-version of its print magazine available on the site www.openthemagazine.com. It is also present on Facebook and Twitter and has recently started a section on an advertising and marketing website called ‘Open Dialogue’ which has interviews of media personalities presenting their perspective on industry issues.

WATCH the TVCs

Senior Creative Director: George Koshy
Production House: Overdose Production   
Director: Spandan Banerjee   
Exposure: TV, Magazine, Outdoor, Internet