After Unilever’s now iconic Kan Khajura Tesan – an idea now copied by Facebook for their advertisers – other consumer brands are also creating their own channels of communication.

Apparel maker Louis Philippe, has launched its own e-lifestyle magazine, called ‘The Label’.

The magazine is packed with toys boys like, gizmos, cars, travel and fashion tips, complete with its own Twitter handle @TheLabelbyLP and Facebook page.

Content marketing via owned media offers the advantages of interactive and informal direct channels of communication. Louis Philippe is an early mover in this space.