Logo

   The logo encapsulated the ‘filmi’ feel as well as the position of the magazine as one that united the reader with his object of desire.

   An Intimate Glimpse

  
   Filmfare has long been positioned as the magazine that is closest to film stars. So the campaign exhorted the reader to “Come Touch the Stars”.The ads are based on the premise that only Filmfare magazine gives its readers information about the personal details of star’s lives. Hence the visuals are in the form of a dossier with intimate titbits of information about actors and actresses.

   An affair with the stars

  
   This campaign capitalised on mega blockbusters to show the bond between a Filmfare reader and the stars. The lines along with ‘Filmfare’ emblazoned across the ads, leaves no doubt in the reader’s mind, that Filmfare is the magazine that brings them Bollywood’s best.

   Romancing the brand

   A vivid example of how an effective theme crystallises when market research meets creative expression. Research indicated that the primary reason for readers to pick up a film magazine was to fulfill romantic fantasies about their favourite stars. Filmfare, therefore, positions itself as an effective medium bringing the readers closer to their stars. In short, research helped VGC pin down the USP that worked best for the brand. Creativity transformed it into the magic bridge between the readers and their star-studded fantasies.

   Based on dip-stick study, locations commonly considered romantic by the target audience were singled out, and the theme ‘Romancing the stars’ was successfully extended.

   Filmfare Awards star in Filmfare

   The Filmfare magazine is iconic and an institution in itself among film buffs. But the Filmfare Awards enjoyed a greater populist following. VGC’s communication ensured that the brand equity of the Awards rubbed off on the magazine taking its popularity to a whole new level.

   Reel life to real life

   Filmfare is the best source of knowledge on happenings in the world of films. And movies become a part of the readers’ everyday life when they read Filmfare. This communication used famous film dialogues in everyday slice of life scenes to demonstrate this.

   Radio Spots

   Reinforcing the theme of ‘Romancing the Stars’, the rib tickling radio spots were had couples romancing each other in true filmy style.

The ‘Kiran’ radio spot had a bride sweet talking her husband into professing his love for her in typical Shahrukh khan style.

The ‘Pushpa’ radio spot had a bewildered hubby calling upon Rajesh Khanna’s charm to cajole his bawling wife.

The ‘Basanti’ radio spot had a college Romeo wining over a haughty PYT by intoning Dharmendra while proposing friendship.

   Graphic Design

The bridge between the average Joe out there and the star on the silver screen, the Filmfare look had to connect immediately with the reader. In strong colours, and vivid cinemascope style.