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| Case Studies |
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| SouthSide |
OVERVIEW
To cash in on a new segment, you need to identify the needs of that
segment accurately. Mr. Madhav Das had done exactly that. He wanted
to reach out to today’s South Indian youth who are becoming increasingly
global in their take on life. The South Indian Film industry has an
enormous fan following. It however does not have a single magazine in
English .All the publications are in the vernacular language of their
respective states. This was the void that he was hoping to fill. He
came to us with the idea of launching a magazine to satisfy not just
the tastes of today's youth but also those Indians who were far away
from their homeland. There was huge potential here in terms of advertisements
and we wanted to capitalize on it. Our job was to create this magazine
from scratch and give it a personality.
FACT ANALYSIS
The magazine had to look a lot more stylish than any of its other North
Indian counterparts. This was our main target. 'Look international and
think global ', Collin Market Analyst. This had to be our mantra. We
had to work to wards a look that stood out by virtue of its design.
The content had to reflect a level of sophistication as we were dealing
with a global audience and but at the same time it had to remind them
of all the good things back at home. We had to have a lot of humor and
pay equal homage to the industries of Tamil Nadu, Kerla, Andhra and
Karnataka.
SOLUTION IMPLEMENTATION
SOUTHSIDE was what we christened our magazine. It rose to the challenge
admirably well. The layouts and the overall feel of the magazine was
undeniably international. The content was mature, witty and a reflection
of home. The color scheme used was lime green and it evoked images of
celebration and spontaneity. The cover carried an image of the bewitching
Asin. It was an accurate reflection of the South Indian Film industry's
renaissance. All in all we succeeded in developing a magazine that could
hold its own with any available today in the market either at a national
or global level. |
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