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MediaTel Staff 

Feel Secures Launch Contract For New Indobrit Magazine

Ad agency Feel has secured the contract to publicise the launch of new lifestyle magazine, Indobrit, at the end of this month.

The new magazine, which is targeting both second generation Asian Brits and non Asians, will feature a mix of fashion, entertainment and topical articles.

It is expected that the launch will spark controversy over an article written by Indian writer, Arundhati Roy, which claims that fascism is alive and well in India and asks: "Is Hitler India's New Hero." Feel's first creative execution has been strongly objected to by India's BJP political party and a new creative is being developed in case of any problems.

Feel is hoping to position the new magazine between Wallpaper* and ID magazine, and not among Asian titles. The magazine will be promoted by a series of posters featuring the strapline: "Where East Melts Into West", which will run from mid-January.

Further promotion will also be provided by a mix of ambient media, press and direct marketing support for the launch. There will also be a guerrilla campaign featuring statues of British people with turbans on.

Farah Damji, editor of Indobrit, commented: "We wanted a strategically led creative agency that could take a media neutral view. Feel's reputation for creating well thought through, highly effective campaigns won them the account."

Chris Arnold, creative director of Feel, added: "It's a lifestyle magazine with an edge, most are so fluffy all they are good for is decorating the coffee table."

Feel: 0207 359 9600 IndoBrit Magazine: 0207 352 2071

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