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'Top Gear' is all about 'experience' of driving, not manufacture specifications: Tarun Rai on 8th anniversary of India edition

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On the occasion of Top Gear India completing eight years, dnaindia.com had a chat with Worldwide Media chief executive officer Tarun Rai and the magazine's editor Girish Karkera what goes into bringing out the swanky magazine and how do they plan to stay on top of their game.

Q) Top Gear India completed 8 years. How has the journey been?

Tarun Rai: It has been an exciting and rewarding journey. BBC Top Gear is the biggest auto magazine brand in the world and we had a huge responsibility in India to build on the stature of Top Gear. I believe we have. 

Q) What are the changes that the magazine has undergone over the years since it was introduced in India?

Tarun Rai: When we launched eight years ago we were a bit ahead of our times. There were just not enough number of car brands in India. The segments themselves were few. We, therefore, were limited in terms of what we could cover.

However, that changed pretty fast. And today, the car market has become so diverse and exciting with so many new cars being launched. New segments are developing rapidly. Luxury cars are becoming more accessible and the middle segment cars are increasingly becoming feature rich.

We have on Indian roads, today, the super luxury cars as well as sensible, small hatchbacks. The change has been dramatic and the Indian auto buyer needs a magazine like Top Gear even more. 

Q) Is there any difference between the Indian and foreign version of the magazine? What are they, if any?

Tarun Rai: The Indian edition is very different from the UK version. The style and the tone is the same but the content is almost entirely Indian. 

Q) What goes into putting together the content of the magazine? Give us an idea what goes behind the covers?

Girish Karkera: Typically, we work on an editorial theme for the month. For example, SUV special or sportscar special or a travelogue special. The idea with the content is to mix our theme with cars and bikes that are current for our readers. We try to give an entertaining read for that true car and bike enthusiast but at the same time feed them information that they will help them make an informed decision if they get down to buy a car or bike.

The covers are an extension of this amalgamation of ideas. We try to make it contemporary and striking and away from the humdrum of a regular car covers. To put it plainly, our covers are not just dependent on the cars (or bike featured). It is striking in its own way.

Q) What are the criteria for a good article on Top Gear India?

Girish Karkera: Keeping true to our tradition of making every article an entertaining read with a dose of humour and at the same time pass on information that is relevant to the reader.

We try not to sound like an engineering journal. It’s more like telling a story. Of course, no article is complete without the visual wow factor so top notch photography is also paramount. 

Q) Since it is a very niche area, how tough is it to get good writers?

Girish Karkera: To be honest, it is tough because not only do we need genuine cars lovers who can evaluate cars and bikes fairly, but also put together a refreshing read. It’s tough – you can get someone who is thorough at evaluating automobiles, but not necessarily be able to write a refreshing piece that is so core for a true TopGear experience.

Q) What is the current readership of the magazine in India and with competition getting tougher by the day, how do you plan to stay at the top of the game?

Tarun Rai: Even though there are many auto magazines in the country Top Gear has always been very distinctly positioned. Top Gear is for the car enthusiast. It is about the enjoyment of driving cars and motorcycles. It has a distinct personality and tonality. It is irreverent and fun. The reviews of cars in Top Gear are also very distinctive.

Unlike other auto magazines Top Gear tells its readers what the 'experience' of driving a particular car is and not just the manufacturer specifications. Top Gear is premium, stylish and like many of the cars it covers, sexy. As one of the CEOs of a car company said,  "Top Gear is the Playboy of auto magazines".

Q) What do you think is the USP of the magazine?

Girish Karkera: It’s the honest reviews with a dose of humour and our over-the-top presentation that has become our USP. 

Q) How do you see the magazine's future in India?

Tarun Rai: The car market in India is only going to expand. And the mindset of people buying cars will also change. Many people are buying cars today for either practical reasons or for reasons of status. More and more people are going to buy cars for enjoyment. As a reflection of their personality. Because they are passionate about cars.

The need for a magazine like Top Gear is, therefore, only going to increase. We also see a big expansion of Top Gear readers who will be reading and interacting with Top Gear through mobile devices. Our website is already getting a lot of traffic and our e-editions are increasing every month. We are very bullish on Top Gear.

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