Air Asia India is a joint venture between AirAsia Berhad and Tata Sons and the former is among the largest low cost carriers in the world. In 2015, Air Asia started its India operation and with aggressive expansion plans in a short span of time created a niche in the Indian aviation market. While during its initial days in India, the brand used the international in-flight magazine in its Indian flights too, once it had established itself in the country, the airline wanted to have an in-flight magazine catering to the Indian audience but at par with the international Malaysian edition.

In 2016, Maxposure won the contract and designed a content strategy delivering relevant, versatile and engaging content with a local flavor yet at par with the international communication. The Indian Air Asia magazine was very well appreciated and accepted by passengers and the brand. In a short duration, the magazine has won several prestigious content awards worldwide, especially the Galaxy Awards in the US and continues to be applauded for its content and design excellence.

We helped the airline in strategizing a unique marketing initiative to target women travelers and increase its passenger count. We followed a multichannel strategy and introduced a separate section on women travelers in the magazine (Travelher) and ran targeted campaigns on social media platforms on offers, discounts etc. This helped the airline garner a huge response from women passengers making it one of the most highly read features in the magazine and also increasing the women passenger percentage significantly.