Koovs launches International Women's day campaign

By

Sandra Halliday

Published
Mar 6, 2017

London-listed e-tailer Koovs has linked up with strategic partner and investor HT Media to celebrate International Women's Day this week, by profiling five young women, famous in India in very different fields.

Mixing celebrity, high achievement and a modern, independent approach to life, they include actress Richa Chadda, athlete Namrata Purohit, celebrity stylist Sanjana Batra, comedienne Kaneez Surka and chef Bani Nanda.

The quintet has been carefully selected with Chadda known for tackling challenging parts, and Purohit having become the youngest qualified Stott Pilates teacher in the world at the age of 16. Batra has built up her styling business and now has 120,000 followers on Instagram, while Surka is a regular on CNN-IBN weekly satire show The Week that Wasn't. And Nanda is the 25-year-old behind Delhi-based Patisserie Miam and has celebrity status herself as a result.

The retailer and media giant will offer daily features to leverage the reach of HT Media's flagship English language newspaper The Hindustan Times and its Fever 104 FM radio station. That means profiles in The Hindustan Times HTCity section and radio interviews running parallel on the evening primetime Fever 104 FM Khuraffati Nitin show.

Despite being one of India’s leading media groups with its origins in print newspapers, HT Media is known for investing more widely in digital businesses and has invested £3m in Koovs, holding over 6% of its equity.

HT’s CFO Piyush Gupta said the new campaign for International Women's day (which takes place on March 8) is "a great initiative to engage our young audience. We have a huge belief in the long-term investment prospect with Koovs."