Burda Media India has launched the local edition of Asia’s leading international luxury platform, lifestyleasia.com. After Hong Kong, Singapore, Thailand and Malaysia, India will be the fifth market for lifestyleasia.com. The soft launch was done on November 12, 2018, while the official launch will be held in tandem with a celebration of India’s luxury makers on December 7, in Mumbai.
Preetika Mathew, former Editor-in-Chief of Better Homes & Gardens India, has been appointed Content Director. Prior to this, Mathew was Executive Editor at Harper’s Bazaar India and a senior contributor in the luxury and fashion sectors.
Mathew said, “The Indian edition of lifestyleasia.com is going to become the definitive guide to the best in luxury lifestyle in the country. Through cutting-edge features on fashion, design, accessories, dining, travel, arts and culture, home beauty, auto, tech, and weddings, we seek to cover everything that defines luxury living in India.”
“The marriage of digital and luxury with a strong editorial edge is something that’s currently missing, and the Indian version of lifestyleasia.com is here to fill that gap,” she added.
For Burda Media India, lifestyleasia.com is its first launch of a digital-first brand in India. In addition, lifestyleasia.com’s new technology platform has been built by leading American agency Wondersauce. They specialise in creating best-in-class content experiences for the modern consumer and has recently worked for clients such as GQ and specialist watch site Hodinkee.
Björn Rettig, CEO of Hubert Burda Media India, said,“lifestyleasia.com has a competitive advantage due to its commitment to constant technical innovation, internal data intelligence and creative sales approach. Our team has extensive expertise in new technologies, online writing, video production and social media.”
“As an online-only title, we put all our focus and attention on the digital space. With most of our competition being traditional print players, we have a technical and intellectual competitive advantage. Plus, with experiences gained from 14 years in the digital market, throughout the luxury market across Southeast Asia, we have a proven track record coupled with the know-how to satisfy the needs of our advertising clients.”
Burda Media India is planning a strong launch campaign which includes a series of luxury pop-up events, luxury mall and airline lounge visibility, promotion across Burda Media’s media brands and a strong digital campaign.
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