BTW Advertising

About Project

Chitralekha is the #1 Gujarati magazine with a circulation of over 2.4 lacs. By its 50th year of circulation Chitralekha was witnessing a plateau in readership of vernacular magazines and also a clear and continuous shift amongst the young readers towards English magazines. Chitralekha wanted to stay relevant to this target group by launching an English lifestyle magazine with fresh content. The product would create a renewed interest in the brands looking to cater to the cash rich young Gujaratis. It would be available to the readers at a nominal subscription fee of Rs. 5 per issue along with a compulsory years’ subscription of the Chitralekha Gujarati. subscription of the Chitralekha Gujarati.

What we did

A thorough market study ensured that the magazine was launched at the opportune moment. We recommended the name BTW, which was derived from and inspired by the lifestyle preferences of the ‘texting generation’ that had come of age due to cell phone popularity. We executed the design of the magazine and the ad campaign that introduced it to the consumer, keeping it young and vibrant. This ensured that the magazine accommodated the reading choices of the liberal and conservative Gujarati families, and met the standards for major international brands looking to advertise in BTW.

Results

BTW touched a circulation of over 40000 within just six months of its launch, with a subscription base of over 18000. Today it is sold as a stand alone magazine through subscriptions as well as at various newsstands.
   

What's the buzz?

What's the buzz?

  • Beehive draws in a Design Bronze Spike

    Beehive Communications has won a Design Bronze Spike at Spikes Asia 2011 for their Sketch-A-Card creative.





Goafest Abby 2013 - Bronze award winner
Goafest Abby finalist – Art Direction
Client: Tourism Malaysia
Title: Malaysia Mega Bag
Category: Print