A six press ad campaign from Living Media India Ltd introduces one of its group publications Computers Today in its new avataar. Besides the frequency -- to keep up with the fast changing IT scenario, Computers Today, previously a monthly, decided to turn fortnightly -- the campaign highlights the new logo and layout. The campaign has been created by Delhi-based Triton Communications.

The benefit of being a fortnightly -- more news at twice the speed -- has been spelled out through the baseline: `Twice as often. Twice as much.' To describe the new look of the magazine, the agency has chosen a very IT term, calling it Computers Today Version 2.0, the visual: a clever copy of a highly recognised icon where typically the version of a software package is indicated. The headlines, two word IT terms, like `Extra kbps' have been used to convey the `greater frequency, more info' benefit such as Hot Mail, Y2K Compliant, Zip drive., etc.

Kinetic's Valentinepromotion

Thanks to Valentine's day, the market was flooded with hearts of all shapes, sizes, colours and materials. Gold has been a hot favourite with companies this season. Besides Godrej Cinthol, Gilli's gold chain, Kinetic Engineering Limited's scooter brands, Kinetic DX, Kinetic ZX and Kinetic Marvel too came with a free heart-shaped diamond and gold pendant this February. The sales promotion effort has been advertised exhaustively in print. The campaign has been handled by Mudra.

With a tag line that exhorts customers to fall in love with Kinetic, the campaign added its share to the din of Valentine's Day promotions. Whether the campaign received any response from its target audience already suffering from a Valentine overkill will emerge from Kinetic's monthly sales figures alone.