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W+K Delhi Forays Into Magazine Business; Launches Motherland

The creative agency brings an informative and entertaining insight into contemporary Indian subculture; magazine will be published bi-monthly.

BestMediaInfo Bureau | Delhi | September 17, 2010

After a successful venture into art gallery, Wieden+Kennedy Delhi has now entered into magazine space with the launch of a new magazine titled, ‘Motherland’. Published by Wieden+Kennedy Delhi, Motherland is the first Indian magazine to discard stereotypical ‘general interest’ issues and instead provide an in-depth perspective on trends, issues and ideas emanating from contemporary Indian subculture.

Indian subculture is an intriguing, massive yet largely neglected category that includes everything from unknown rural communities to offbeat urban tribes.

Designed to be a collectors' magazine, each issue follows a unique theme around which editorial and visual content is organized, with the first (Aug-Sept 2010) issue focused on ‘Freedom’.

Launched with 50,000 copies, Motherland is priced at Rs.100 and published bi-monthly (every two months) but will soon become a monthly. It is available at Select bookstores, boutiques, art galleries, Newsstands and major airports, including Delhi’s T3.

V Sunil, Executive Creative Director, Wieden+Kennedy, Delhi, said, “India does not have a single magazine that combines meaningful content, great design values and strong local relevance, and that’s a damn shame.  Motherland is our attempt to meet that consumer need and break through the mediocre content that seems to be the norm across all media.”

Mohit Jayal, Managing Director, Wieden+Kennedy Delhi, said, “As a creative business, Wieden+Kennedy is constantly studying society and popular culture for fresh insights – this magazine is a natural by-product of that research.  We discovered so much fascinating information out there that we just had to share it with the general public – a public that is usually subjected to brain-numbing, syndicated content.”

Wieden+Kennedy has handpicked an editorial team, under the creative direction of V Sunil and editorship of Annette Ekin, working with some of the most exciting young and established contributors in the country.  Motherland is both a magazine that reflects Wieden+Kennedy’s dynamic understanding of contemporary India and a platform for stylish, insightful writers, photographers and illustrators.

Motherland's readership is best identified by a shared mindset.  Targeting a diverse group comprising people in their 20s to 50s, Motherland's core constituency are individuals who are progressive in their various fields, key influencers and are constantly seeking out new products and stimulating experiences.

In keeping with its atypical character, Motherland magazine will be made available to readers via a unique distribution network.  It will be available at select newsstands, bookstores, boutiques, art galleries and at the airports of major Indian cities, including Delhi’s T3.   

Motherland online, will feature both the current and archival Issues plus additional updates that are relevant to the theme of the month.  In-depth editorial, the latest trends, interactive elements and exceptional design are some of the online features that readers can get excited about.  An iPad version will be available soon.

The premiere issue features articles which cover a wide range of subject matter and unusual perspectives on ‘Freedom’. Summaries of the featured stories are attached.

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