INDIA TODAY

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So, what’s the core value that India Today delivers? “We help them shape opinions!”

Some brands create class, some create recognition, and some… legends! The one whose vision is to “enhance, empower and excite minds by creating excellence in media” is the much venerated India Today Group – Pankaj Krishna, its Marketing Manager, told 4Ps B&M. The Group, has business interests in both print and TV space, where it stands tall above competitors. Aaj Tak has become generic for news; in FM space, Red FM is growing fast, and in print, the Group boasts of a diversified portfolio, led by its flagship brand India Today. The Group brought many foreign magazines to Indian shores, including Cosmopolitan, HBR, Golf Digest, et al that only add to credibility of the brand India Today. Not that branding campaigns are being neglected either. The latest venture saw the company join hands with mainline newspapers in India. The only danger to the Group’s future may originate from its bad experience with tabloids. The afternoon tabloid – Today – has witnessed radical reshuffling in the editorial team after Metro Now was launched jointly by HT Media and TOI. Pankaj asserts: “The brand and the category do not permit aping of current trends, yet there is great potential from an activation point of view.” And the brand will live on... for admit it or not, India is addicted to the India Today dose – on TV and in print!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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