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Condé Nast launches its first corporate campaign

Conceptualized by Taproot India, the campaign targets media planners, buyers as well as marketers targeting the affluent in India.

BestMediaInfo Bureau | Delhi | June 20, 2011

In a span of four years CondĂ© Nast India has built the No 1 multimedia platform to reach a million affluent consumers across different platforms – print, websites, iPad and smartphone applications. The newly launched corporate campaign reinforces the group’s leadership position and communicates the role played by CondĂ© Nast India in driving and building the luxury business in India.

Luxury in India was perceived as a privilege of an elite few, but today there is a larger audience that is engaging and buying luxury, an affluent generation that is hungry for refined lifestyle experiences.  Condé Nast India has designed this campaign to celebrate the growth and potential of the luxury market in India and showcase the role played by Condé Nast in driving that growth.

Conceptualized by ad firm Taproot India, The campaign’s central message is derived from an elementary human desire and aspiration for the finer things in life. Articulated perfectly with the tagline ‘The Necessity of Luxury’, the campaign underlines the growing aspirations of affluent Indians and showcases how CondĂ© Nast has internalized luxury in all its operations.

The campaign is targeted at all the media planners and buyers as well as marketers targeting the affluent in India.

Speaking on the campaign, Alex Kuruvilla, MD, CondĂ© Nast India, said, “Our corporate campaign is a celebration of CondĂ© Nast India achieving a series of path-breaking milestones in the four years of our existence. Not only have each of our brands established dominant leadership in their respective categories: (Vogue in women’s fashion, GQ in men’s lifestyle, CN Traveller in premium travel), they have done so across platforms – print, websites, tablets, cell phones, social media. CondĂ© Nast is the only media group in India with the ability to connect to over 1 million affluent Indians, a proposition that no premium brand can afford to ignore.”

Agnello Dias, Creative Director, Taproot India, says, “The luxury category is often denied its place in social evolution, being sometimes dismissed as superficial or indulgent. But the fact is, what are necessities today were luxuries once. Starting with the earliest human inventions like fire and the wheel. The idea behind ‘The Necessity of Luxury’ is to underline the truth that luxury is human desire, it is the fulcrum of civilization.”

Santosh Padhi, Co-Founder & Chief Creative Officer, Taproot India, says, “With CondĂ© Nast India coming on board, it allowed us to speak to a very different elite  audience, which in a way completed the jigsaw for Taproot India to widen our clientele range."

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