Client: Air India
Services: Content Strategy, Magazine,
Content Monetization, Crew Shoots,
Translation, Social Media, Website,
Mobile App, Ambient Media Monetization,
Content Monetization, Destination Videos
Office: Maxposure Media Group, India
Period: 2011- Present

India’s national carrier flies to more than 120 destinations globally, flying above 20 million passengers every year. The full-service airline, which has over 85 years of flying experience, includes more than 150 aircraft and has one of the youngest fleets in the world. In 2011, Air India took into its fold Indian Airlines, the domestic wing of the state-owned airline brand. To re-affirm the merged, single brand entity of Air India, Maxposure combined the in-flight magazines of both the airlines to form one magazine, Shubh Yatra. The new magazine reflected the airline’s new brand positioning of flying within India and outside. The content, in both English and Hindi, which is India’s national language, was designed to mirror the brand repositioning. A balance of travel articles from within India and international destinations, global lifestyle trends along with Indian traditions and interviews of global celebrities as well as Indian ones were included. The magazine’s design too enhanced the brand’s new voice – Indian at heart but global in outlook. Every month, Maxposure creates content to effectively highlight destinations Air India flies to, which has resulted in higher sales for the airline. Maxposure also supports the printed magazine with a digital version to multiply Air India’s reach. And also produces crew shoots to promote the airline’s employees, who are one of the most experienced in Asia.