People magazine's launch campaign,announcing the title's foray into the Indian market, created by Arms Crestra has been launched.
“People is a cultural phenomenon in America where it is ritual reading for over 43 million readers. It enjoys excellent credibility and readers see it as the gold standard in personality journalism.” says Debashis Bose, MD and CEO of Arms Crestra. “Our task was to communicate the magazine’s brand values in India in line with the global positioning.”
The typical perception of celebrity magazines in India is one of sensational journalism, read by housewives and teens. However research threw-up the insight that everyone (secretly) wants to know more and emulate the rich and the famous. The brand’s communication strategy therefore reflects this and widens the target audience definition to be more inclusive.
“The global brand positioning is: People is a Cultural Force. We gave it more focus and differentiation to arrive at the campaign’s creative proposition – Your Personal Connection to the Stars” says Bose. “It’s an extension of the vicarious pleasure we experience when we see movies, watch our favourite serials or read novels”.
“Our challenge was to communicate this brand positioning simply and effectively in a manner that was bright, bold and refreshing; and the launch campaign does just that. The creative uses the logo in an interesting way to cue celebrities with a single, universal message: ‘You know them as stars. Now know them as people’. Juxtaposed against vibrant backgrounds they make for eye-catching ads in print and out-of-home.” says Sangeeta Sen, ED & Chief Creative Officer, Arms Crestra.
The campaign uses print, events, interactive, collaterals and OOH media.