We love this creative factory

The fact that a third-eyed Santau00a0-- not teen sensations Justin Bieber or Katrina Kaifu00a0-- peek out from a corner of the solid red cover, says a lot about MTV India's first magazine, Noise Factory.

More substance and clean fun than (peep)show (that other youth magazines resort to), it already has a readership of 10,000 since its launch in November 2010, according to channel head Aditya Swamy.

There are interviews with pop Canadian twins Tegan and Sara, rock band The Magic Numbers, a preview of Sunburn 2010 and music calendars for the month. But music isn't the only mainstay here, everything young is.

So Noise Factory celebrates Underdog Dog Day (December 19) with a page for the unsung heroes (Spock, Jughead, Mini Me) that have been kicked to the side "one too many times". We love the quirky content, and columns like #TwitsWeLove and App Yours.

The magazine also has a section of photo essays including Chitra Katha, which shows 5 poster-worthy graphic art works from the GAPA/BS campaign.

Created by JWT Sao Paulo and launched on World AIDS Day, it had 11 artists translating the safe sex message through cute graphics. Noise Factory is available at bookstores, colleges, gaming parlours and cafes for Rs 75.