LaunchPAD: Femina Hindi
Femina, one of the earliest Indian magazine for women (all the smart aunties read that as opposed to Sarita, Women’s Era, etc when I was growing up), celebrates its golden jubilee this year and has announced a Hindi edition to mark the occasion.
Priced at Rs 40, Femina Hindi is a monthly and will offer pretty much the same content--health, career, beauty, fashion and relationships—though modified for the Hindi readers. The initial print run is 1,00,000 copies and the magazine will be on the newsstand this week.
Did you notice the Femina October cover with an oval mirror (ad of Tanishq)? I bought the issue and google search got me to this link. Below is an extract from this newsstory that apparently highlights the 'thought' behind this 'interesting media innovation':
“A mirror is not a mere looking glass for women, but a reflection of what they perceive themselves to be. One would remember the evil stepmother of Snow White who would admire her reflection in her mirror for hours, asking often ‘Mirror, mirror on the wall, who is the fairest of them all?’Disgusting!!!
Tanishq’s media innovation doesn’t have any sinister connotation of that magic mirror of the fairy tale of yore. But it does seek to bring out women’s intimate association with her mirror, especially when decked in all her finery.”