Architectural Digest drives readers engagement!

Architectural Digest India (ADI), the ultimate design bible, published by the Condé Nast Group, has launched for the very first time “The AD Makeover”, an initiative that gives readers a chance to win a one-room renovation courtesy AD and several experts in the interior and design space. The magazine is aimed at an affluent and style-conscious readership. AD is positioned as the most trusted authority on design, architecture and living.

The AD Makeover includes transformation of one room with expert guidance by an AD stylist along with a Feng Shui consultation. Alongside this, the winner also gets to feature in AD India detailing the makeover process and story of the winner’s home plus a chance to go shopping with the AD stylist.

Talking about the rationale behind the initiative with Adgully, Manju Sara Rajan, Editor, ADI said, “We want to reach out to readers and show them how the principles, designs, products and ideas we discuss in the magazine can be applied in their own homes. The AD Makeover is meant to showcase how we see spaces, and the transformative effect of correct styling. It is a challenge to ourselves to go into an unfamiliar environment, work with our audience and touch their lives in a way that we wouldn’t normally be able to.”

She further added, “This is meant to be an opportunity to show people how you don’t have to compromise on quality when you’re working within a budget or any other restrictions. AD home is a home that reflects the personality of the individual living within, and reflects an appreciation for good design—the AD Makeover is our way of showcasing what that means in the everyday world.”

As for marketing, ADI has released the communication in the CNI titles to reach out to the affluent target audience. “We have also planned radio promotion spots and a radio contest on Radio One through which we will promote this. An activity will also be carried out on our social media, and it will be promoted on our AD’s Face book page to target the digitally savvy homemakers,” she added.

When asked what brand value does ADI bring to the table, Ranjan conclusively said, “Our brand stands for the most beautiful homes in the world, and we would like to stand up to that. This personalized experience with our readers will show them what we stand for and a team of AD experts will bring into the home an AD sense of design, which will make their home the most beautiful. This would increase the brand value not only in the minds of the readers but in the design & home category as well.”

To enter The AD Makeover contest, one can participate by sending the specifications and area of the room they wish to renovate (no wet areas), along with its picture to theadmakeover@condenast.in. Readers will also need to send a story of their home and why they believe it deserves a makeover. Entries are open till July 31st 2013.