Femina: How a magazine cover sparked a million conversations

This case study explains how Femina, a women's magazine, engaged digitally savvy Indian women and drove brand affinity with a celebrity-led campaign.

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...

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