Here's the key bit (the whole thing is here.):
Since the magazines caters to luxury and life style readers, a lot of brands would rather have us create something in the Vogue/GQ/Conde Nast Traveller style for their brand than simply placing an ad, because no one in India understands this set of Audience better than we do. The advertorials follow the editorial style to ensure that the promotional article looks like an editorial point of view and not a paid promotion.
They're actually proudly proclaiming that they will help their advertisers make their ads look like editorial.
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