Femina: How a magazine cover sparked a million conversations
Neha Damle and Mehak Jaini
Campaign details
Brand Owner: World Wide Media (WWM)Lead agency: DDB Mudra Group, MumbaiContributing agency: FoxyMoronBrand: FeminaCountry: IndiaIndustry: Magazines, periodicals, booksMedia: Earned media, buzz; Events and experiential; Outdoor, out-of-home; Point-of-purchase, in-store; Public relations; Social mediaBudget: Up to 500k
Marketing background and cultural context
Magazine Category: Slowly losing lustre
The readership of English fortnightlies had hit a plateau over the years1. The revenue from magazines was 5.6 % in the print...