From ethnic ones to thematic concepts, diaries are getting creative by the year
"TILL RECENTLY the diary was just a bunch of 365 pages, but now it has evolved into a unique product to suit the different needs of individuals," says V. Balasubramanian, president, Srinivas Fine Arts, manufacturers of Nightingale brand of diaries. And it is that time of the year when individuals and corporates are busy choosing the right kind of diary, either to gift or for personal use.
"We have stocked a wide range of diaries for the year 2004 to suit everyone's pocket," says Parthasarathy, executive - promotions, Odyssey. The shop has various brands of diaries with their price starting from Rs. 50.
Tulika has launched its ethnic diaries (Rs. 250) and Scholastic has its colourful celebrity diary (Rs. 250). Eagle, Plan A Day, A Today Diary and Nightingale are the other leading brands available here.
According to Anand Menon, Odyssey, Gandhi Nagar, "Nightingale's Management diary is a hit with corporates. It has humorous quotations and corporate cartoons." Apart from diary, another product that is much sought-after during this season are organisers. "The Anika and Sanka range of organisers are the most popular brands and their price ranges from Rs. 300 to a little more than Rs. 1,000," says Anand. "Nightingale which has a niche market has also launched a range of new diaries for the season such as Woodgrain diary, Fashion diary, Vedic diary and the world's first Christian diary," he adds.
According to V. Balasubramanian, "Nightingale as a brand is known for its content, creativity, innovation and marketing strategies and it is the only product that is sold with the same brand name abroad." "Nightingale's Fashion diary is the first of its kind with a fashion forecast for the Spring Summer 2004 including women's wear, men's wear and make-up. The diary contains 32 pages of additional information on beauty care." The Woodgrain diary gives one a feel of wood when touched and has been sourced from a European company.
"While the Christian diary (Rs. 235) has Biblical quotes on each page and special information on Christian festivals and saints, the Vedic diary contains ashtotra shatanamavalis and also details of Hindu festivals and rahukalam and yamagandam," says Balasubramanian.
Nightingale which manufactures the largest selection of 264 varieties of diaries has a global market. "Our major launch this year is The Silver Oak (Rs. 58,000), a special limited edition. It is a jewelled diary and a collector's item designed by David Sarac," says Balasubramanian. The Silver Oak diary has been printed using five colours and has a different motif and colour on each page (two pages for a day) made of special cotton paper. The diary also records interesting events that have taken place over a period of 1000 years. It has also used specially developed typography and has silver corner clips from England. The product is available through direct marketing and will be on display for a few days at select outlets in the city.
According to Wensley D'Rozario of Landmark, Nungambakkam, "Sanka, Anika and Nightingale business organisers are most popular among customers. We have corporate diaries, mid range diaries and diaries for students". One can find monthly organisers (a set of 12) by Anika, pocket size diaries by Eagle and a range of diaries in various shapes and sizes here.
"Our business organiser is made with state-of-the-art technology," says Balasubramanian. "The organiser divided into planner, travel, finance, project, diary and telephone index has U-index, thumb index and step index," he adds.
So, the choice is wide and the range, exhaustive, for diary shoppers this season.
A. CHITHRAA DEEPA
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