Raghav Bahl-promoted Network18 Group entity TV18 is launching the Indian edition of the third largest US business magazine behind BusinesWeek and Fortune, Forbes, best known for its people's lists including the world's richest people.
The partnership will include a content licensing arrangement.
American designers Walter Bernard and Milton Glacer are repopted to have designed Forbes India. To coincide with the launch, the magazine is unveiling a new TV campaign, which breaks today.
Conceptualised by Cell18, the television commercial will be on air for two weeks, which will then be followed by a second film.
The film has been shot and directed by Zubin Driver, and scripted by Alok Nanda Communications.
The commercial depicts a senior CEO in his private chamber and reading a copy of Forbes magazine, with four butlers are hovering around him, each with his own ritual on how to read Forbes. The butlers finally leave the CEO alone, who continues reading the magazine.
Forbes Media had tied up with TV18, a group company of Network18 in December 2007 to launch the magazine in India. Steve Forbes, chairman, CEO and editor-in-chief, Forbes, is in India to officially unveil the magazine at a ceremony today.
TV18's other business properties include CNBC-TV18 and CNBC Awaaz, besides Newswire18 and online properties like Moneycontrol.com.