Adgully Exclusive | We are going after a mindset that nobody caters to at this point: ForbesLife India's Charles Assisi

ForbesLife India is the second title being unveiled by Network18 and Forbes, after the highly successful launch of Forbes India in 2009. The new publication does not conform to the stereotype of what a lifestyle magazine should be, starting with its shape and form: it is a lavishly-produced book, filled with the finest narratives and experiences, covering the worlds of culture, health, travel, science, living and more.

The quaterly priced at Rs. 200 is led by Editor Charles Assisi and the first issue is a stellar ensemble of handpicked contributors ” writers, artists, photographers, domain experts ” from various parts of the world. Broadly, ForbesLife India is divided into four interlinked themes: Think, Live, Work and Play. The inaugural issue features a fascinating cover story, "The First Immortals: how we could live forever,' which presents a compelling argument for the possibility of extending ones lifespan indefinitely, with a cocktail of lifestyle decisions, dietary supplements, medication and exercise.

Adgully caught up with the leaders behind the new product offering to find out more about the launch and the future plan for the premium offering.

Talking exclusively to Adgully at the magazine's launch, Christopher Forbes, Vice Chairman, Forbes Inc. LLC, said, "Editorially and physically I think the team has set a very high standard which is even beyond the standards of our parent product. This new launch might make us see our own products with fresh eyes. I think the price point of the product itself is unique in the market right now and also unique to the other lifestyle versions we have elsewhere. The product will try and cover all the aspects of life and it is about teaching people 'the art of spending'."

The first issue looks like a well bound book with a collection of content and looks more for keeps, Assisi adds, "That is the intention. We want readers to preserve this on their bookshelves and not read and discard.Most lifestyle title focus on conspicuous consumption. To that extent, they are very in-your-face and has a lot of bling. ForbesLife India is not totally focused on material consumption. It is about delivering a set of distinctive experiences. To do that, it reaches out to the finest writers both in India and across the world to identify what those experiences are and then exploring them in great detail."

He further adds, "Then of course, there is the look of ForbesLife India itself. For instance, while every lifestyle title uses glossy paper, we have gone the other route and used a matt finish. The size is different and the approach to design is very avant garde."

The international edition of ForbesLife is published once every two months and given free to subscribers of Forbes. In India, it will sell both on the stands and as a subscription product. Assisi says that they haven't defined the target audience in terms of demographics. Instead, they are saying that ForbesLife India is a gender neutral, age neutral, place neutral product that will appeal to a set of people who share a certain set of values. "We are going after a mindset that nobody caters to at this point. The TG we're targeting is Sec A urban elite," he adds.

On the distribution front copies of the ForbesLife India are available in select bookstores and locations like non-conventional outlets, airports and select strategic bookstalls. The team at Forbes India spent a lot of time with potential readers in their homes and offices trying to deconstruct their media consumption habits, and understanding where the gaps lie in terms of what is it that they will read. A lot of time was also spent on contemporary lifestyle magazines across the world, trying to understand how everybody is trying to reach out to their audiences.

Talking about the marketing initiatives, the creative agency- Alok Nanda Company, shared, "When the Forbes marketing team approached Alok Nanda & Company to create a launch campaign for Forbes Life, their new lifestyle magazine, we asked ourselves a question: why would the wealthy readership of Forbes need a lifestyle magazine? Isn't money enough to buy every experience you could want? We immediately hit upon an insightful idea. Rich people often lead stressed, rushed and even jaded lives. And Forbes Life could be their key to "living a rich life", with experiences from the worlds of art, culture and travel curated for them by a vastly knowledgeable editorial team".

Priyanka Tiku Tripathi, Marketing Head, Forbes India, adds, "The launch campaign, created by Alok Nanda and Creative Director, Monish Dayal, is about wealthy people who don't live a rich life. The television, press and online ads are cautionary tales (tongue firmly in cheek) about the downside of not having Forbes Life in your life."

When asked of how have the advertiser's response been and will the product in fact see a revenue opportunity since there are already well-established lifestyle publications in the country, Tripathi says, "One can never underestimate the importance of the product in the larger scheme of things. If the product is good, it will undoubtedly do well, drawing in readers and advertisers. And that's exactly what happened with Forbes India - over the last two years it has completely changed the dynamics of the Indian magazine market - be it the cover price, ad rates or subscription. Similarly we believe ForbesLife India too will change the way people look at the luxury/lifestyle genre today. It's not like any of the regular 'bling' magazines we find in the market."

"There are many which tell you how to buy the biggest yard or where to buy the most expensive jewellery, but spending wisely isn't just about spending its about understanding what you're getting and appreciating it. And also to be honest, there is not any one media product in the market which really caters to the C-Suite urban elite and with the market just waiting to explode, we think the Forbes platforms are best placed to cater to this growing demand," she adds.

While signing off, Assisi shares his vision for the product- "We believe this title will integrate seamlessly into the lives our of readers and it will soon become an indispensable part of their existences." | By Prabha Hegde [prabha(at)adgully.com]