Divya Bhaskar says it with 'Just Chill'

The mini-mag will cater to the affluent urban Gujarati

MUMBAI: Divya Bhaskar has launched a weekend mini-magazine called Just Chill. The magazine is tailored for the high-spirited Gujarati who is on the lookout for excitement and a perfect weekend plan.

Says Bharat Kapadia, executive director, Dainik Bhaskar: “The urban Gujarati forms a big part of the consumer circuit in Mumbai. He is inward looking, yet westernised in his views and most of the time, he is at a loss to decide on the perfect weekend mix. Just Chill would help him do just that. We are quite different from supplements from other newspapers, because we don’t just provide listings. The magazine contains data and articles on some of the best shopping centres, entertainment joints, eateries and travel-worthy destinations in and around Mumbai. Readers will have the choice of booking through short-codes featured in Just Chill. We already have a sort of understanding with Cinemax in Mumbai on bookings.”

The concept has been devised by Bharat Kapadia, in tandem with MM Sharma, the editor.

Just-Chill has come in the place of Navrang, which used to serve Bollywood content.
Kapadia adds, “Our decision to hive off Navrang, and replace it with Just Chill came on account of the fact that the former only consisted of Bollywood news, which is covered in-depth by all newspapers and channels throughout the week. This includes our own newspaper. Just chill is a broader format, meant to appease both the young and old. The content is slick, contemporary and premium.”