Air India, the national carrier of India, is one of the oldest full service airlines in the world, with over 85 years of experience. Flying to over 120 destinations worldwide, it carries over 20 million passengers every year. In 2011, Air India merged with Indian Airlines, the domestic wing of the state-owned airline brand. The same year, Maxposure was awarded the contract to produce Shubh Yatra, the prestigious in-flight magazine of Air India after winning a competitive pitch. The new magazine was to be a combination of the ethos of Air India and the erstwhile Indian Airlines. A major challenge for Maxposure was to reinforce the global brand position of the merged entity, without losing its Indian connect. Our expert and experienced core team of content strategists and marketers, offered the airline a complete re-design plan and a fresh editorial approach for the magazine.

Under Maxposure, the magazine reinforced the airline’s new brand positioning of connecting India with the world and extensive connections within the country. The magazine 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 was Indian at heart but global in outlook. In 2014, when Air India became a member of Star Alliance, the biggest global grouping of airlines, becoming the first Indian airline to do so, Maxposure helped the airline align its magazine’s content and design with the strict guidelines of Star Alliance.

Apart from the print edition, Maxposure has also helped the airline in creating an omnichannel content approach through website, social media and a mobile app to keep the customer engaged with the brand even while on ground. Our strong sales team monetizes the project on behalf of the airline and has made the publication one of the highest advertised magazine of the country. Apart from Indian government and private brands, the magazine attracts a lot of international advertisers as well.

We have also conducted shoots for the airline to highlight its expert crew and one of the most advanced and youngest fleet in the world.


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