Ad Campaigns
Bang in the Middle creates campaign to show magazine popularity
MUMBAI: The popular belief is that readership of magazines is declining, and is declining possibly faster than newspapers. The new IRS 2017 numbers indicate a stupendous growth in magazine readership. Magazines almost doubled the total readership from 40 million in IRS 2014 to 78 million in the latest IRS 2017. The growth has come from the urban areas, which added 22 million readers; and also rural India added 17 million readers. That is a whopping 95 per cent growth in the total readership of magazines in India, and this growth is coming only from print and does not take into consideration the online portals. The total readership of newspapers also registered a growth during the same period, of 40 per cent.
Association of Indian Magazines (AIM) briefed agency Bang in the Middle to create a campaign that puts this 95 per cent growth in sharp focus. The campaign is devised to showcase the dramatic growth in readership.
For the agency, the creative challenge was large, the campaign could not be descriptive that just informed the readers about growth in readership. The campaign has to make the reader stop and drive the feeling that they knew reading magazine had never gone out of fashion.
The campaign is designed around the intrigue of number 95 per cent. The six ad campaigns build the growth in readership by making the ads contextual to the reader segments.
Speaking about the campaign, AIM President R Rajmohan says, “We at the association knew that magazine readership is very robust and when the new numbers were released it only added to our confidence. AIM took this opportunity to build on the habit of reading magazines and drive its relevance to both readers and advertisers.”
Bang in the Middle managing partner and CCO Prathap Suthan adds, “The brief was sharp and singular. Let the world know that total magazine readership has grown 95 per cent. Big growth. Big number. Big picture. Big story. And all of that came alive in the campaign. We didn’t have to get creative for creative’s sake. The number was dramatic by itself. We just had to make sure the number come through bold. With a small witty statistic to add in some wit, and with a hidden image inside the big 95 per cent that hinted and revealed a hidden consumer story. The execution too worked to make it topical for different magazine genres.”
Association of Indian Magazines (AIM) is the national magazine association in India and is affiliated to the global industry association, International Federation of the Periodical Press (FIPP). AIM members include all the top magazine publishers of the country.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
